Materi2012.1pre Print - Part1

Promoter Training Part 1
Strategic Marketing How to win at the shop?
Jan. 2012

03/09/12 Oscar/HRDC 1
Human Resource Development Company
Self Introduction Osamu(Oscar) Seo

1974
Joined Panasonic 1975 Assigned Oversees Trainee Venezuela 1977 MEI Audio div., Export 1988 USA PCEC Marketing: Audio manager ~ GM 1997 Puerto Rico, MEP & PSC President 2001 Brazil, Panabras, Vice President 2002 Panalat & Paveca, President 2004 COMNA, GM 2005 Marketing Management Development Training Center, Executive Marketing Producer for Marketing 2009.12 Oscar Planning Corp. President
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To bigin with
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What is the work of sales?!
For customers, how can you add the highly enriched value to win the competitors? ! Store Display
store
sales using display effectively
display grasping the customers mind for life
Customers
(needs & wants)
display appealing the attractive points of products
Sales Talk
sales fitting to each customer recommendation
Products
of product fitting for each customer
products responding to customers needs & wants
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Improvement of Customers Satisfaction, Oscar/HRDC Increase of LifeLong Customers
Seminar Program
Prologue Session 1 Session 2 Session 3 Session 4 Session 5
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What is the marketing?! Understand the customer Strategy Canvas How we should convey the Product Concept? Sales Talks Store Building Event Program 52 weeks Event
Layout, Exbition, POP, Presentation
Summary
Guide
Oscar/HRDC
Something wronggenerally speaking;
a Boiled F og
!?
If you throw a f og into boiled hot water, a f og at surprise jumps out of the water But put a f og into water and gradually rise the temperature, a f og slowly goes dead in the boiled water at last People tend to get accustomed to the surroundings in case the status slowly & gradually changes even if it is abnormal. People gradually go losing their sensitivity & sensibility towards the circumstances in daily lives, which drives them to the tragedy in the end.
Theory of a Boiled f og =Terminology of Management 03/09/12 Oscar/HRDC 6 administration studies
What are requested you to ask yourselves are;

-Do you appropriately check out your manners in business by yourselves? -Do you appropriately check out the manners in business of your teams/your organizations by yourselves?
Check !?
On what kind of information!? -> What should/must be coped with? -> What are insufficient, unsatisfactory and the next? -> How we implement into specific & practical actions?
the importance lies in;

For yourselves and/or for the team you belong to -What do you see/understand? -What do you not see/understand? -What do you do OJT) in appropriate manners? -What do you not do (OJT) in appropriate manners?
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Why!?
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Individual worksheet
(1) What you think you have done/what you can do in appropriate manners.
DEPT.
NAME
-Please describe what you have thought and what you see/feel/what you are thinking upon the following 4 perspectives; (2) What you think you have not done/what you cannot do in appropriate manners.
(3) What you think you see/what you understand.
(4) What you think you do not see/what you do not understand.
-Please describe your :

you you can you do you
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find out the reason if you are not doing in appropriate manners?
DEPT. NAME:
-Please describe what you have thought and what you see/feel/what you are thinking upon the following 4 perspectives; (2) What you think you have not done/what you cannot (1) What you think you have done/what you can do in do appropriate manners. in appropriate manners. a)Understanding the importance of STP analysis and and gap filling analysis in work assignment application b)Applying shop concept creation and new VA quality service in work discussion consensually c)Further understanding of Strategy Canvass & cross SWOT analysis (3) What you think you see/what you understand. a)Learning the importance of new shop concept management & quality value service to attract target customers at high traffic areas for Business System products b)Conduct Strategy Canvass and SWOT analysis for each SI partners , project partners and channel partners c)Make use INFLUENCERS effectively in achieving your target -Please describe your :
you you can you do you
a)
To share the new skill acquired with Sales and Marketing staff
b)To explain clearly the rationale of each PDCA action taken and narrow the gap analysis to achieve desirable result c)To reinforce on the importance of human networking relationship at all levels for performance achievement (4) What you think you do not see/what you do not understand. a)The importance of successful managing the shop concept for result achievement 000000000000000000 utilizing cross SWOT analysis b)The importance of and gap analysis as strategy tool c)The importance of organizing information by Pentagon model in gathering important points & contents of action coping with customers
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find out the reason if you are not doing in appropriate manners?
(1) What you think you have done/what you can do in appropriate manners.
a) Understanding the importance of PEST or circumstance analysis in forecasting possible market changes. b) Utilise Gap Filling Analysis to most effectively target those customers with the largest potential. c) Apply Strategy Canvas to determine specific channel strategies and target competitors in each channel & utilise cross SWOT analysis to identify strategies to emphasis strengths and minimise the effects of threats.
DEPT. PAU CEG MKTG
-Please describe what you have thought and what you see/feel/what you are thinking upon the following 4 perspectives; (2) What you think you have not done/what you cannot do in appropriate manners.
a) Accurately identify the key influencers in each channel partner and develop strategies that can allow beneficial access to these key personnel.
Sampl e
NAME: XXXXX
b) Set up and have sales executives understand and fully utilise a Strategic New Model Concept Sheet and also change their approach to PAU products from feature focused to a benefits focused approach and have our customers take the same approach. c) Manage the conflicting motivations that can affect the PDCA action to be performed and also clearly defining a successful result (short term gain vs. long term growth).
(3) What you think you see/what you understand.

a) Conduct Strategy canvas and GAP Analysis for key channel partners by region. b) The power of collaboration with key influencers e.g. Ken Duncan is LUMIX ambassador. c) Creating a value add proposition for LUMIX Tough DSC for both key channel partners and also end users.
(4) What you think you do not see/what you do not understand.
a) How to best manage 7 lines of communication within the pentagon model and remain efficient in the day to day requirements of the business. b) How to keep the status quo situation up to date and how regularly to perform cross swot & gap analysis. c) Justifying the ideal figure for PAU (a real world situation or based on mid term plan or business plan).
-Please describe your :

you you - Explore the relationships with each of the 7 lines of communication (their interdependencies & similarities in information needs. - Formalise timing for reviewing status Quo and key events/circumstances to cause a re-assess. - Work within the guidelines of senior management- availability of marketing funds, pricing and other financial factors can severely affect the launch, product lifecycle and advertising strategies of a product. can you do you - Formalise the analysis and review on a regular basis (PDCA) - Gap Filling Analysis work with channel partners for regular data that allows ongoing (or live) updates on the gap filling and also automatic identification ion of where gaps are present. find out the reason if you are not doing in appropriate manners? 03/09/12 Oscar/HRDC - Understand & work with key channel partners to develop strategies that will allow access to key influencers - Work with senior sales management and staff to understand why current situation is the way it is. - Discuss with top management motivations in the short term and also key focuses in the long term.
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Remarkable Features of this Seminar
INPUT
Accumulation of Knowledge
OUTPUT
Power to turn Knowledge to Practical Use
cf. School Education and Education for Member of Society (Business men/women)
2008.07
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Remarkable Features of this Seminar
INPUT
Accumulation of Knowledge
OUTPUT
Power to turn Knowledge to Practical Use
cf. School Education and Education for Member of Society (Business men/women)
2008.07
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Basic Standpoint of this workshop
Did you understand

make you understand
Can you do it
try and implement
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2008.07
Prologue
!?
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Marketing
Continuous movement/ operat Marketplace (noun) Do business Bring (customers) together(verb), (verb) Make customers(verb) Sell at marketplace (verb)
Marketing for Manufacturing company: To establish Customers reputation & trust in ourselves in manners of creating & providing Customers value in our products
Marketing
=
= all that we the manufa cturing compa Management administration process ny to satisfy both of Customers & organizations does!
needs with creating & providing valuable products & services
= Survival battle to be chosen on behalf of customers satisfaction = establish the competitive superiority, and win the battle Products & Services MORE to be chosen & Supported by customers
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Increase customers, increase and increase profits sales,

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Power of Marketing
Power of Products
X
-Product development -Needs & wants -Technologies -Production -Creative & innovative -Mass pro. & -Price competitiveness Cost down -Information/ intelligence -Communication/ Presentation -Prods.info. -Benefit presentation -SP planning -Collaboration -integrity
Power of Marketing
Power of Promotion
X
Power of Sales practice

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-Understandings -inner persuasiveness on Customer
-outer persuasiveness -understandings on Competitors & networking -Understandings Oscar/HRDC 18

on our SWOT
Introduction: Konosuke Matsushita's 30 Basic Principles for Business
1. Business provides a service to society and to people, and profit is natural compensation for this service. 6.Not compliments before selling but services after selling make loyalty in customers 7. Be willing to answer any customer complaint. Think of it as a "message from God." 10. Be aware that customers who buy 1 yen's worth of goods are more important to the fortune of a store than those who buy 100 yen's worth. 11. Do not sell by force and do not sell what customers prefer, but sell what would be of some help for customers. 15. It is good to sell good products. It is even better to sell a lot of good products by advertising them. 20. One way to attract customers is to keep your displays pristine at all times.
28. Make your store lively. Work with energy. A store full of life attracts customers. 03/09/12 Oscar/HRDC
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Concept of CS lies in Management Philosophy that the Founder launched in 1936

Founder said: Do not sell by force and do not sell what customers prefer, but sell what would be of some help for customers. Not compliments before selling but services after selling make loyalty in customers
-Underline the points of contacts with customers. -Prioritize true satisfactions of customers.
VAR VAR
Value adds Value added
Business
Resale
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Ref. Understanding Value

For customers, value is expressed as comparison of benefits (utility) and cost
Value = Benefits Cost

Benefits Practical benefit Emotional benefit Cost Monetary cost Time cost Energy cost Mental Cost Cf. Mind change from 4P to 4C
Our Help (What to do) 4 Stages of Customers Value

Unexpected Value
Value Factors to raise the Feeling of Surprise Gratitude
Desirable Value
Not Expected but Highly Evaluated Factors if added to Products
Expectative Value
Due Value Factors for Purchase
Basic Value
Basic Essential Value Factors for Purchase
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Satisfactory Level Due Level

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Quoted from Carl
Consideration into actual consumption fields
What do consumers pay for?
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What value do consumers pay for?

Survive in consumers selection
One budget
Choices are plural. Priority?
Evoked Set Competitive Set The One!
Options people have interests in
Options within a selection
Final options
Final decision
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Plus; understanding upon consumers decision making Do you really clarify why Yes? and why No? in Qty & Quality?
Battles to sur vive in the Mind-set of consumer s Competitive Set Yes! No! No! The One!
Evoked Set Yes! No!
T Brands of candidates
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Final Elimination
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Decision
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Then; Do you really clarify how do we survive to the end?
Evoked Set Yes! No! No!
Competitive Set Yes! The One!
How?
Brands of candidates
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How?
No!
How?
T Decision
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Final Elimination
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What is to be confirmed is
Marketing =Practical studies

Hard to practice, despite we understand it very much!
=to be learned in the fact, the actual phenomena and the experiences
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Our founder said:
Our product is like my daughter!
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In order to win.
We have to strengthen your strength at the shop!
No.1
Area Product Competitor Target Customer Lider Input Data
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Group
Ideal Figure

Obtain target # 1 with in Photo share of 42 % Specialty DSL by March of Micro within 12 2011 . Months ( current share ( Currently 40 % is 23 %) want 75 % )
Area Product
Current Share is Attain # 1 share 30 % TV share of 20 % ( 42 %) profitably New College Grads Goal of 30 % in 3D with a in the U . S . by Q3 2010 share minimum target 2014 . of 6 models 2010 : 8 %, 2012 : 16 %, placed on the 2014 : 30 % floor by September 2010 College Grads from New York Photo Specialty Colorado Eastern Region Metro Channel in USA Key Account top 20 Campus Univ NPD reporting cities accounts DSC Long Zoom G Series DSL DMP - BD65 3D FHDTV X2 / D2 Series TV Micro ( Lumix ) with iPod / iPhone Connectivity Olympus 60 % share Photo Research Org . PRO NPD Accounts Anne Samsung current Samsung share 23 % ( Sony 25 %) Ultimate HH Gregg Vizio
D Sample
Competitor Canon Customer Leader

Regional Retail Fumihiro Usuki Major
Online retailers & Panasonic Direct ( online ) Brian H .
Liza Patton
Kate B .
Input Data Mark

Presentatio n
Joe
Cheryl Herbert
Scott K .
Jason
Kirk / Dave
Darin
Vic Carlson
Kevin F ./ Kate B .
Jaime / Dan
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What you have to do ....

Share
No.1
Challenge to the top
Evidence of Customers Maximum Satisfaction Panasonics Mission to repay Favor

Repayment of Favor to Society Justice
You have to win sales battle . You have to achieve top share .) For this purpose you have to enhance economic value of product and value of product itself . It is not always that products with nice economic value sell well . Value of product itself must be added .
The most important factor of products value is good result that Panasonic has bestowed to society, impression to its result, concept (1953)
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For your references: How to judge Shares

Coupemans measurement
Monopoly share Comparatively stable share Influential share Competing share Recognized share Living-bottom share Critical share shows monopoly position with absolute safe & superior condition.
73.9
41.7 26.1 19.3
grants stable position in case of more than 3 players.
shows the one is just a bit ahead, which influences upon the market.
often seen in the situation of competition among plural players. 26.1 could be the next target. allows being recognized ascompetitive by others.
10.9 6.9 2.8
allows being recognized at minimum level in the market.
implies turning point to be able to live or not.
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. Understand the customer

Customer
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Designing Product Lineups

Diffusion Rate
Strategic Lines Supplementary Lines
Followers Early Adopters Innovators
T
high Price
Main lines
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Low
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PromotingVertical Raising-up
Followers Diffusion Rate
Strategic prods. Supplementary prods. Main prods.
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Launch Strategic & Supplementary prods. simultaneously, to avoid price-decline.

Early Adopters Innovators
. Gain ROI in short term
T
high Price Low
Relationship with Customers? Speculations of Customers Development

General Customers General Customers who pay for our Value Presentation Cultivate Trial Users Trial Users Bring up
who designate ours among all
Loyal Users Loyal Users who continue designating ours among all Maintain Fans as Recommenders Fans as Recommenders
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How do we promote Product Marketing ?
Sales group
that has direct access points upon the market
Breathing daily with the market
Evaluation upon the present Products performance
Interpretation of expectations and needs
Wholesal ers
Distribut ors/ Vendors
Retailers
Consume rs
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Two key points for selection : energy efficiency and cleaning functions .
A majority of respondents attach importance to air purification features .
Consumers show interest in air conditioning features other than cooling and heating , such as negative ions , dehumidification , and humidification , in addition to air purification Cleaning functions . 2 73 N = 310 MA Others 1 . 9 Energy efficiency . 8 84 80 70 Stainless material Ventilation functions. 4 28 60 2.3 50 40 Panel indications 53 . 2 Air purification functions 30 0.3 20 10 Heating capabilities. 6 12 Negative ions ( ion mist ) 28 . 1
Key Points of Product Selection for Next Purchases : Air Conditioners
Compressor size 12 . 9 Quiet operations 34 . 2 7.7 Remote control s ease of use
Design8 . 7
Humidification . 7 19 21 Dehumidification . 3
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41 Rank order Other focuses
2. Overlook upon the market, and grasp the status of competition

Collection of fundamental data for Bench Marking
Status Quo of Competitors Products Qty of demands, Rate of diffusion, Rate of growth, Products feature, etc.
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Status Quo of Competitors Performance Share, Product line-ups, Advertisement, POP, etc.
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Examine the performance of Products & Services

Put necessary information Put necessary information on INAI Chart on INAI Chart Visualize actual battle fields
<Actual; ex-year> <Plan; this year>
Gross Our Demands share Gross Our Demands share
Elaborate into Share & positioning analysis to clarify Problems & Opportunities.
<Actual; this year>
Ours Competitor Competitor A B
(vertical axis)
Usages categories Customers groups
Price categories
Product categories
Industrial groups
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DSC Sales record by price categories(June, 2002)

Panasonic
Share by price groups
Sony
18.8%
DSC-F707 0.4% \108,409
Canon
16.9%
EOS D60 0.2% \270,394 PS G2 0.5% \81,834 PS S30 2.4% \54,270
Fuji Film
21.5%
FP S2 Pro 0.07%, \229,959 FP S602 0.4% \92,102 FP 601 2.5% \55,986
Olympus
17.0%
Nikon
6.0%
D100 0.7% \230,168 CP4500 0.11% \71,824
2.6%
\ 100K+ \70~100K
2.5%
DMC-LC5 0.04%, \80,821
1.8%
DSC-S85 0.2% \73,372
\50~70K
22.1%
DMC-LC40 0.05% \66,616
DSC-P9 3.5% \68,708 DSC-P5 3.3% \55,494
PS S40 2.2% \63,629 IXY300a 2.0% \50,672 FP 401 4.2% \46,230
720 UZ 3.2% \55,565 40 Z 1.2% \62,219 300 Z 2.8% \37,258 700 UZ 1.5% \45,481 CP2500 2.1% \35,527 CP775 1.3% \34,262 CP885 0.8% \48,925 2Z 3.8% \27,999 2 1.3% \19,497 44 CP2000 0.2% \27,789
DMC-F7 1.6% \41,615
\30~50K
47.0%
DMC-LC20 0.8% \35,203
DSC-P2 6.4% \45,858 DSC-P71 2.1%, \44,344 DSC-P31 1.5%, \28,303
IXY 200a 4.0% \45,781 PS A40 2.9% \32,128 PS A100 0.8% \18,489
FP 2600Z 3.5% \31,502 FP 4500 1.1% \34,450 FP A201 2.4% \23,016 FP 30I 2.3% \28,089
\10~30K
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21.8%
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Collecting~Using Information as the Basic
Know the Customer Know the Competitors Know Yourself

To win the battle of being selected by customers
What should be done Why , What & How

Competitor
Training for engineers
Customized Spec
No . of Product Categor
Strategy Canvas
Our company
Technology service
Customer Needs
Instant Delivery Response speed Parts Inventory Quality Delivery
Customer Needs
5.0 4.0 3.0 2.0 1.0
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C.S.
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Brand Image Sales Person Price Advanced feature
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Customers Needs
Close to the area and taking cares well Friendly attitude with customers
Exampl e
Easy to shop in with welcoming every customer Enjoyable & demo in display to appeal the products attractiveness Spaces for communication betwn customers & the shop Attitude & services that place a value upon every customer Proposals & advices that provides customers with ideas of life Having variety of events at regular basis Clean and well maintained in-store spaces
What is the customer needs for promoters?

Customer Needs
Good explanation about the product difference
Good explanation about the use of the product Good & easy understanding about the product instolation Explanation about the price difference Good and easy explanation and demonsnration about the principle product feature Good product benefits presentation Good listen attitude about customers problem & worrying points Good explanation about related product
mple Sa
Prioirty of Evaluation Evaluation the Panasonic Competitor Customer
4.5
3.5
4.5
3.5
2.5
4.5
2.5
4.9
3.5
3.8
Good explanation about garunty of the product
3.5
Group Discussion Skill

Output and Share of each members View and Opinion)
Caution
Finding discuss from multi-angle viewpoint Whats problem? Briefly and Massively All members should output equally See the total picture at the white board List up key words! . Do not sum up ! Write down concretely and specifically. Do not spoil the cards of Ugly chicken Do not delete! . All participants write down at first even duplicated, OK Then do not miss the key words, findings of all participants. Discuss deeply and ask Why so, why not? Anyway discuss and find out as much as possible within the limited time.
< >
rule
Do not deny ! as much as possible Do not change into another words.
Group Work #

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Group Work #1
6
Strategy Canvas
Customer Needs
Competitor
0
aaa bbb ccc ddd eee fff ggg hhh iii aaa bbb ccc ddd eee fff ggg hhh iii aaa bbb ccc ddd eee
Findings:
Our company strength Our company weakness Competitors strength Competitors weakness 03/09/12
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La Curacao Needs 5
4.5 4 3.5 3 2.5 2 1.5 1 0.5 0
PCEC Sample Panasonic
Samsung
Findings : -Our company Strength- high product Quality, and brand image, we support La Curacaos training, event and product needs, good MSRPs and Margins Our company Weakness-Providing product assets info in Spanish, we dont provide timely roadmap info, our product aesthetic need work Competitors Strength- great looking product, timely and complete roadmap, Samsung provides Spanish collateral and assets, very margin competitive Competitors Weakness- not a lot of in-store support, or back end funding, no specific Spanish training or event support, minimal catalog adv funding 52 03/09/12 Oscar/HRDC
Matters to be studied in Strategy Canvas

Remove
What should be removed in the factors provided / installed to product / service as common sense of industry?
Add
What factor ( that has not been provided in our industry ) should be added in the future?
Decrease
What factor should be drastically decreased drastically increased compared with standard of compared with standard of industry? industry
New Value Increase Curve What factor should be
(the Source Blue Ocean Strategy Random House . Kodansha ,

2005)
0 3 /0 9 /1 2 53
How can we convey the product Correctly ?
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Basic speculations in marketing planning

1. What is the intention/aim of planning the products?
-maintain, bring-up and market making, the objectives(share), etc.
2. Who are the customers of the products?
-clarify the specific target users to achieve the objectives
3. Who are the competitors of the products?

-Verify the real competitors.
4. Do the products represent the social trend?

-Market, Status quo changes
5. What are the benefit of the products for customers?

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-clarify the psychological & functional benefits for the customers

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6. Are the products convincing enough as customers benefit?

-utilize the technological & marketing assets that Panasonic has
7. Is there a proof that the consumption of the products would not be a bad bargain?
-The things brought to the market by Panasonic? Branding!
8. What are the top sales points of the products?

-clarify the U.S.P. based upon Product cone theory
9. Where to sell, where to buy?
-Do customers really know where to buy the peripherals?
10. How do the Products gain awareness?

-Do we really reach the customers?
1. The intention of Products (Goal,

Objectives)
in what kinds of market do we want to obtain?
hat position
The weapons = the products we deal with

Diffusio Objectives n rate
The starting point of Product marketi

Goal
Maintain the market performance Demands of replacement Expand the market performance Demands of replacement & new introduction Cultivate the market demands Creating new market
e . g . in Japan
Flat display TV DSC
High Mid
Establish trust ( Brand ) Establish superiority ( Competitive advantages ) Establish uniqueness ( new fields )
Low
Dual display
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2. Who are the customers for the products?

Specify the target so that their specific images can be shared Clarify Representing profile ( personal image of the persons ) Daily lives , Consumption amount ( disposable income ), Household members ( ages )
Factors Geographic Population statistical
Specifications e . g . Regions , Climates , Culture, etc . Ages , Sexes , Income, etc . Urban , Rural , Remote places , etc . Aged , the rich , Business executives , etc . Out - door lovers , Innovative , etc .
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Characteristi Lifestyles, cs etc .

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STP: Manners of strategic marketing
Segmentation, Targeting & Positioning should be defined prior to clarification of the value of products
Clarifying the value of products
Selection Segmentation Positioning & of customers concentration of theof the value market
entify the customers Define the appeal points / the points to be Target whom we want to sell
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STP
- Segmentation
Geographical Segmentation e . g . North - eastern heavy - snowy area , + 300K population , etc . Demographical Segmentation e . g . age of 20 - 34 , having under school children , + \10M annual income , owning cars , etc . Psychological / Behavioral Segmentation e . g . conservative , service oriented , - Targeting daily use & heavy users high loyalty , on Select, & concentrate etc . one or a couple of market to be targeted in case management resources are restricted .
e . g . Design - oriented
A B
Single functione d
Our Prod s.
Multi functione d - Positioning
Function - oriented
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Segmentations
Parameters of segmentation
Geographica l
Area e . g . Thailand , India City size e . g . + 300K Population density e . g . urban Climate e . g . snowy , rainy
Age e . g . 50 - 64 Sex male , female Household categories e . g . single , Demographic +4 Life stages : e . g . having under school al children Income levels : + \10M annual income Others : occupation , on of these explanatory factors ;educational e . g . living in background , religion , races , etc . Life styles : e . g . conservative , innovative Character : e . g . socializing , ambitious Usages : e . g . daily use or not Points of selection : e . g . quality , services Psychologic price , experiences : e . g . experienced or Usage al not , heavy or light / Usage frequency : e . g . light / middle / heavy behavioral Loyalty : high / mid / low / none Primary stages : e . g . being aware , having purchase intention Attitude : e . g . favorable , not
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urban area , age of 20 - 3
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Positioning products value

Clarify the differences from the others Clarify the positioning on the map of matrix diagram e.g. e.g. Specify what it should be compared Gross merchandized Fashion / design oriented with Depa
GMS rtme nt stor es
Less servic es
Disc ount stor es
High -end bout ique s
High servic es
Single function ed
Bs pro ds
As pro ds .
Multi function ed
Our pro ds .
Professional / limit ed merchandized

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Less fashionable
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3. Who are the competitors of the products?

E n e m ie s a re n o t o n ly in th e sa m e in d u stry b u t in o u r o w n p ro d u ct lin e s a n d th e o th e r in d u strie s . O u r o w n p ro d u cts Break - through ( Hit models at ( Specs , cost , etc .) p re se n t) T h e p ro d u cts o f th e co m p e tito rs Sharpening up in th e sa m e in d u stry the concept ( competitive m o d e ls ) The Diversification of p ro d u cts / se rv ice s Consumers o f th e o th e r options in d u strie s ( They have the only wallet !) ( Competitive values )
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urally arrange the information to be no
3 la y e re d stru ctu re
Decisive words in business talks ( talk in a single word )
Character
Essence
Benefits B
Benefits
of
( How beneficial compared with our previous models and competitors products )
Benefits
Contents
Benefits A
Attributes
of
Method , Price , Shape
Evidence
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Benefits
of
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To whom and what do you appeal?

Sales Company Dealer Dealer User
Key phrase
Key Phrase for having the product dealt Benefits for dealing Materials for benefits
Key Phrase for purchase
Benefits
Benefits for use

Contents to back up benefits
Attribute
2008.07
Oscar/HRDC
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5 . Benefits of the product for customers ?

Character
by obtaining the products
- Benefits Contents of Satisfaction
Bene fits
Functional
Satisfied with function and capacity
Psychological Mentally satisfied
Attribute
2008.07
Extraction of psychological and functional benefits of target customers Oscar/HRDC

66
6 . What is the persuasive power to prove the benefits of the products? - Attributes Charact Clarification of er technology and details to prove benefits
Symbolic
Benefit
Physical
e . g . Brand
e . g . Size , Price ....
Attribut es
2008.07
Support for Benefit by practically using company s own technology and Oscar/HRDC
67
7. Is it taken for granted as a best buy?

Safety & credit reach the mind of customers at a first glance.
Copies ( words ) Form , materials ( design ) Corporate posture ( Brand )
Product Concept Design Concept Business Concept
Sales : people, and company are the main cast .

Presentation skills in consideration of
03/09/12 Oscar/HRDC
68
8 . C la rify th e S a le s P o in ts o f th e p ro d u cts
Express
Chara cter
- Character Product Features

in a single word .
Benefit
Elements of the Product product cone ) Stare at your competitors from the viewpoints of 3 elements of product cone ! Oscar/HRDC
69
Attribu tes
2008.07
Example of Group Work

PX Market
Model FX9
(DSC)
In a single phrase Good-bye, shaky photos! Just watch it, non-stop. Noise free listening with comfort fit Double your zoom The long distant shot is in your grasp. Its 30X Feel the simple and dynamic color
Unleash the Powers/Activate the Powers
Oscar/HRDC
LS930 HC300 LZ2 GS35
(Portable DVD)
(Headphone)
TH-42PD50 HT930PX
03/09/12
70
9. Where can the products be bought?

The touching points betn the purchasers and the business(products):
Product values
Delivery (sold-out?) Presence (purchasers, users) (time, treatment)
Power to pull customers
Conveniences Access, locations

Place of Accessories,peripheral goods should be clarified as well.
10. How should the Ads of the products be? Communicate Values to the purchasers(& users)!
Make the products/ people talk to Make the display faces in the stores talk to Directly talk to
Interpret the concept in the pamphlets
Store staff training, Displays, POPs, prices
Internet, leaflet, Magazines, Newspapers, etc.
Good rumor stagnates, but bad rumor spreads Fast(especially over internet).
Aim of Development
-Age 1 . To achieved 10 % mkt share of DSC 20 - 35 years old -Male 70 % , Female 30 % Compact -B class above 2. -Outdoor and active sport user 3 . Target units is 60 , 500 units Customers Needs 4. 1 . Who need tough using or field work 5 . To achieved MM target 55 % units Who need high picture quality 2. base 3 . Travelers who prefer HD movie and wider shoot which is 33 , 275 units / 2 , 773 per mth
Target customer
Samp le
Product Concept
C Character
Model DMC - FT1 specifically!

Intelligent Tough hybrid camera
Benefits
1.Varieties field work usage 2.Two in one camera (Movie & Still cam) with HD quality 3.Instead of you, Lumix can think 1.Water proof / Shock proof / Dust proof / Frost proof 2.AVCHD motion picture format 3.Intelligent auto mode (Shake, Motion, Face, Scenes, Light Detection and Face recognition and AF tracking)
Oscar/HRDC 73
Attributes
03/09/12
Aim of Development
1.To achieved 10% mkt share of DSC Compact 2. 3.Target units is 60,500 units 4. 5.To achieved MM target 55% units base which is 33,275 units / 2,773 per mth
Target customer
Product Concept
Model DMC-FT1 specifically!

Intelligent Tough hybrid camera
-Age 20-35 years old -Male 70% , Female 30% -B class above -Outdoor and active sport user Customers Needs 1. Who need tough using or field work 2. Who need high picture quality 3. Travelers who prefer HD movie and wider shoot
Samp le
C B A
03/09/12
Character
Benefits
Write down Solution (easy 1.Varieties field work usage sentence to understand )
2.Two in one camera (Movie & Still cam) with HD quality 3.Instead of you, Lumix can think 1.Water proof / Shock proof / Dust proof / Frost proof 2.AVCHD motion picture format 3.Intelligent auto mode (Shake, Motion, Face, Scenes, Light Detection and Face recognition and AF tracking) Oscar/HRDC 74
Attributes
To elaborate into the Products features:

Concept
=Product cone Character
in a phrase
Benefit Attributes
to prove the benefit
03/09/12
To elaborate into concept Oscar/HRDC
75
Speculations of the checks

the product the competitors and / or the previous one
In what way is Differentiating different from
Competitive Convincing Acceptable

03/09/12
In what way is the product superior to the competitors and / or the previous ones of ours?
Is the benefit / value of the product satisfactorily verified with objective and persuasive proof?
How many consumers of the target group will designate and support the product
Oscar/HRDC
76
03/09/12
Oscar/HRDC
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Aim of Development
Target customer
Customers Problem
Product Concept
Model

C B A
03/09/12
Character
Benefits
Attributes
Oscar/HRDC 78
FAQ #
03/09/12
Oscar/HRDC
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Typical customer questions for sales staff: customers want professional advice and
information. After comparing a few products, a customer will ask the salesperson what 1 exactly are the differences. Customers will especially want to know the differences from the best seller. Customers will ask about the differences between cheap and expensive What are the differences between that product and this one? products. Questions about product comparisons
Seo's advice
Customers looking for products whose energy consumption is inevitably larger, such as air conditioners and refrigerators, will seek detailed information about the main feature, asking, for example, "could you give me some more information about this product's energy saving performance?" Customers will ask how to check the main feature, asking, for example, "I want a Could you give me more information about this function? powerful vacuum-cleaner, but how can I check the dust collecting power?"
Questions about the main features
ooking for something for XXXX, and which product would you recommend?
Questions about usage and purpose of The customer will ask if a particular product can serve his needs. For example, use customers looking for a microwave oven will ask "I want to cook using a very hot oven. How powerful is this product?" "Can I use this vacuum-cleaner outdoors?"
The customer will explain about his living environment and ask how he should use a particular product or what are the criteria for product selection. "I have a 29-inch TV now, and if I buy a slim type, what would be the largest size that you recommend? room is about XXXX square meters. Which product would fits nicely into my room?"
Questions about installation
The customer will seek explanations of the functional differences which lead to the price differences, asking, for example, "this product and that one are different in price, so what are the differences in function?" The How much discount would you offer on this? customer will check if the price is reasonable, asking, for example, "is this a discount price?"
Question about the price
03/09/12
Oscar/HRDC
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Source: Tsukasa Tokudaira, "Manual for manufacturers' sales staff".
Questions Frequently Asked by Customers (1)

Prepare answers to and POP materials that provide explanations to FAQs in advance.
FAQs
(1) (2) (3) (4) (5)
Answers/Responses
Questions Difficult to Answer/Respond to

(1) (2) (3) 03/09/12
Answers/Responses
Oscar/HRDC
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Questions Frequently Asked by Customers (1)
Sampl Prepare answers to and POP materials that provide explanations to FAQs in advance. e
FAQs Answers/Responses
Its new technology that can detect shaking, face, Blur, Lighting and Focus in the same time. Camera will select the most setting scenes for us by only one button operation The camera that include camcorder technology inside with Still camera. So it able to use both function in the same camera Lumix provide 2 years warrantee for all customers but others competitors Provide only 1 year Its High Definition movie format with 1980x1080 which suitable with HDTV And users will able with high quality picture in big screen Picture quality when shooting underwater and on ground is same since camera have underwater mode that adjust ISO and lighting more brighter for underwater
(1) What is Intelligent Auto Mode? (2) (3) (4) What is Hybrid Camera ? How many warranty years does Lumix serve ? What is AVCHD Format ?
How different of picture quality between normal (5) and underwater shooting ?
Questions Difficult to Answer/Respond to

(1) Are Motion picture quality same as camcorder?
Answers/Responses
Picture quality is same because its use same HD format as AVCHD with camcorder
Why Panasonic water proof only 3m but Olympus Even Olympus able to detect 10m, its only snorkeling dive same as 3m water proof. (2) Water proof 10m?
Because Lumix make lens diameter bigger than other in order (3) Why Lumix body is too thick compare with others?to make better quality than others and we have OIS inside 03/09/12 Oscar/HRDC 82 also
Strategy Canvas
FAQ & Answers Product Concept
tom us fit C ne Be
rs e
03/09/12
Oscar/HRDC
Customers Viewpoint
83
For your understandings;

-the products being developed with intentions What kinds of products are they? (How different from the existing ones, how superior, How are they convincing us?)
-From the market(Wholesales/retails, consumers, society)
=Product concept
the key information to be understood, to be sympathized with, to be supported, and to be chosen(to be purchased)
A group pf information of being communicated to be well chosen cf. Form/design & Catalogue & store front =Means as medias to convey prioritized information
They reveal as consequences of communication, how is the set of concept working at retails!?84 03/09/12 Oscar/HRDC
For your references; Product launching into competitive market

Share & confirm intention & concept of the product
Advertorials (Advertisement, publicities) <C>
Produc t
1. Objectives 2. Target customers 3. Benefit 4. Attribute 5. U.S.P.
Inner Promotion <A> (Sales)
03/09/12
Wholes Consu ale mers & <B> retails In-store promotion (Sales promotion Oscar/HRDC activities)
85
Group work Worksheet(2)
Key action planning Key action planning
Points of action
Contents of the key action
Bud get
(1)Trade promotion
Pana sonic
To strengthen the strength!? (1)

Sales Co.
(3)
Purchas ers Target users Benefici aries
(2)
Store Staff
To communicate Whole what we want to communicate sale retailswhom we want to communicate!? to

(3)Advertorial s
(2)In-store promotion
Chain H.Q.
Points of action
03/09/12
Oscar/HRDC
86
Group work Worksheet(2)
Key action planning Key action planning
Points of action
Contents of the key action
Bud get
(1)Trade promotion
Pana sonic
To strengthen the strength!? (1)

(2)In-store promotion
(3)
Purchas ers Target users Benefici aries
Sales Co.
(2)
Store Staff
To communicate what we want to communicate Whole sale to whom we want to communicate!?

retails (3)Advertorial s
Chain H.Q.
Points of action
03/09/12
Oscar/HRDC
87
Action Plan sheet

FAQ

Annual Evet Program
Strategy Canvas
03/09/12
Oscar/HRDC
88
Session .
Sales Talks
To win your competitors, what is the sales talks with higher enriched value for the customers
Desirable sales activities at shops

Proposing Users benefits that fit Customers own styles!
Sales of by this time & from now on
Sales by this time

Propose to fit Customers budget
Sales from now on

Propose to fit Customers manners & styles of use in living
Hardware
Functions, features
Price
Price-concerns
Software
Function, features that fit manners & styles of usages
Values
Satisfactions Users benefit
Do you really provide services that clarify benefits of the products and satisfy customers ?
Cf. Budget & actual purchase amount
Satisfied Budget & actual purchase amount
Presumably 40% of customers chose & bought the products that excess the budget they initially considered. (Panasonic surveyed) 03/09/12
with the features & variety of functions rather than the prices
Quality of products & Reasons why to excess quality budget of contacts are the #1 Higher-functioned models appealed more. decisive points! #2 Salesperson recommended #3 Decided by touching & trying at shops #4 Larger models appealed more. #5 Oscar/HRDC No lower-priced models than the budget are available. 90
Types of customers & Sales styles (1)

Judge Customers types in visiting and approach effectively!
e.g. Types of customers
A
Inactive
Less concerns & less Demanding, Just looking visitors
B
Easy-going
Decide upon advices by shop staff rather than self consideration towards product
C
Followers
Make much of criticisms, Popularity & objective Information/data
D
Protective
Own ones opinion of Yes/No which would not be moved by words of shop staff
E
Solution seekers
Research by one selves Confirm at shops and decide
Male visitors alone
Aged couples Aged males The rich
Family Young couples Young females
Young males
AV/movie Freaks Family who wants replacement
Which types of customers do you often see at your shops?
%
03/09/12
%
Oscar/HRDC
%
91 Fill out the %.

Is your style Customer-oriented or Sales-oriented?
e.g. Styles of sales High
Which is your style?
Concerns in Customers
Hi-touch & communication-oriented

Put importance upon Communication with customers, as a result, sell well.
Solution provider
Consider much from customers viewpoints to reach best available achievements
Steadily balanced
Confident in ones skills Compromise in cases Have time to proceed sales
3
Recommend & sell products with full of information knowledge which one is confident in High
Achievement-seeker
Low
Concerns in sales activities

Oscar/HRDC Which is your type?
03/09/12
92

Consider effective approaches customer by customer!
Effective Types of customers & Sales styles Fair Ineffective
Types of Customers
A
Inactive
B
Easy-going
C
Followers
D
Protective
E
Solution-seekers
1
Your types of Sales styles
Hi-touch & Communication -oriented
Less response Difficult to reach closing Neat product guidance may Bring chances to sell Aggressive guidance may Bring chances to sell
Building trust be The key to selling Probable to be loyal Pull out positive responses & reach selling
Friendly but less product explanation would not reach selling
Less explanatory Give up for negative approaches be response ineffective Need active approaches Need preparations to rebuttals from customers Tend to repel, but probable to understand with each other, which reaches selling Stimulate customers concerns & promote them to reach appropriate decisions
Steadily balanced
Steady by less active
2 3
Best matching! Lots of chances of selling
Would respond to accurate Product information Would respond to accurate Product information Sympathized with each other in the process of 93 solution building
Achievementseeker
Active but excessive pushing
Underline product features makes customers reach decisions
Provide hints for Customers to reach decisions
Appropriate 03/09/12 advices to meet customers needs
Solution provider
Raise up concerns & make touch-points with customers
Provision of Product Provision of Product information helps information satisfies Customers clarify customers more Oscar/HRDC their own needs

Sales talks to reach decisions of customers

Understanding how to effectively cultivate customers mind that would increase purchase rate
se.g. Sales talks to raise purchase rate Flow of Sales talks
Approach Observation Observation s s Survey Finding Finding Needs Needs Sympathize d Recommendat Recommendat ion ion Persuade Product Product Explanation Explanation & trials & trials
Purc hase
Decision to purchase
Appeal Appeal Merits Merits & benefits & benefits
Credibility increases
Push Productsby proposals Products Informa Informa & & tion tion Peripher Peripher To To al al raise raise informat informat demands demands ion ion credibility after purchase
Approach Approach ing ing

Let customers closely Examine the products
Question Question ing ing
Ask needs & how & why the expectations considering sexes, products meet ages of customers the customers Find chance to demands/needs Speak to
Solve Solve the the Closing Closing Increasi Increasi dissatis dissatis with with ng ng fied another fied purchase another credibil purchase credibil pushing points pushing points ity the Bring further Specific explanation Prove ity why
Information on product be product benefits, recommended with showing real related information, price merit to drive models customers reach final decisions
Further information Related informatio of usages in details of peripherals & would increase advices would Credibility & trust increase Cultivate next credibility & trust chances/needs to visit
Topics e.g.
models they models they want want Newly Newly purchase/ purchase/ replacement replacement Models they Models they use use & the feature & the feature Usages Usages
Comparison Comparison betwn betwn Models they Models they use & use & brand new brand new models Customers models Customers needs needs (points theyre (points theyre not not Satisfied with) Satisfied with)
Comparison Comparison with with Competitors Competitors Demonstration Demonstration & & trials trials
Why Why recommend? recommend? Introduction of Introduction of Options & Options & peripherals peripherals Panasonics Panasonics grant grant & after-services & after-services
Background of Background of Product Product development development Technological Technological comparison comparison Good manners Good manners of usages of usages maintenances maintenances Related Related information information
Usability Usability information information Software Software information information Interior Interior information information
03/09/12
Oscar/HRDC
95
Approaches by Customer Type

POINT 4
Recommending the most suitable products After-sales service Information on effective use of products, etc.
Five customer types

1. Customers targeting Panasonic products 2. Customers targeting specific products 3. Customers targeting other companies' products 4. Customers just taking a look at products 5. Customers targeting other products POINT 1
Purchase rate increase Product display Information
Average customer spending increase
Customer service
Closing talk
Encourage customers to drop by the Panasonic section

Encourage customers to spend more time at the Panasonic section
Emphasize advantages of Panasonic products
Explain more detailed features of Panasonic products (comparison with other companies' products, experience)
Create demand
POINT 2
Information on product advantages from a customer perspective Three key product features Useful information on displayed models
POINT 3
Hands-on experience Comparison with other companies' models Detailed data, etc.
03/09/12
Noticeable brand indication Layout in a prime location Effective eye-catching effects Demonstrations attracting customer interest Noticeable displays of hot products
Oscar/HRDC
96
Key Points of Customer Service to Improve Sales Effectiveness

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Customers come to a shop to buy pleasure to be delivered by products. It is important to sympathize with their ways of thinking. Personal preferences and taste are major criteria for selecting video products. You can make customer service easier by as far as asking what pictures customers want to watch. Clarify customers' vague requests by offering specific experiences and providing information. Make sure to give product explanations first by focusing on selected models (three preferable). Explanations on a larger number of models may confuse customers and discourage them from purchasing the product. Customers often get reassured with popular, hot-selling products even if they are at a loss with respect to which one to choose. It is important to relieve customers of their anxiety about products if it is their first purchase. The purchase rate will increase if they try out products and gain hands-on experience of their advantages. From a customer psychology point of view, customers gain a more positive opinion of products if they come into contact with them a greater number of times. Encourage customers to gain hands-on experience by using a remote control, etc. Recommend highly value-added products by digging up cases of customer dissatisfaction and providing detailed information and advice from a customer perspective. Acquire counseling skills to resolve customer dissatisfaction and problems. When customers show their interest in products, they come to a shop to confirm their advantages. If this is the case, talk about the many advantages without touching on disadvantages.
Oscar/HRDC 97
03/09/12
Timely approaches
Good atmosphere & timely approaches
Step 1 Just Greeting at the beginning and keep appropriate distance from customers
Step 2 Observe customers naturally
1. Keep appropriate distance that would not give pressures 2. Find timing of speaking to. The timing is all different among customers types like ages, sexes. 3. Watch customers behavior carefully
Step 3 Find comfortable timing for customers to speak to

1. For the customers looking at same modelsThis is the most hit model here. .appeals very much 2. For the customers consideringMay I help you? Caution Do not speak to from the back. Good to speak to from the right side of the customers.
Step 4 Ask naturally what customers want, what model they are using and the needs for the visit this time
03/09/12 Oscar/HRDC
98
Considering Customers needs & wants
VIERA Sales Talks

1) Inexpensive & large-displayed TVs shoppers 2) Technology conscious 3) Design and life style TV shoppers 4) Simple operation TV shoppers 5) Energy conscious ) Large Family purchaser ) Camera purchaser ) Sports and Movieholic purchaser ) TVs comparison purchaser ) Research based purchaser
03/09/12
Oscar/HRDC
99
VIErA Sales talks

Needs Basic talks
1) Price Conscious TV Shoppers
Appeal merits of total value for ling time use

One push Compare Picture Performance Competitors
Every VIErA feature mentioned in our leaflet is based on actual measurement in final stage so consumer can feel the quality. Please compare with others who mentioned same feature Surely VIErA is the Best Choice!
Closing Appeal VIErA total value

VIErA panel can be used up to 100.000 hours so total value for consumer higher than competitor
Explain Panasonic HighQuality Product
Price Conscious
Yes VIErA is a bit higher price compare to other brands because VIErA quality much better than competitors. To assure VIErA quality, all VIErA panel made in Japan under very strict quality standard
One point
One point
One point
One point
Customer require high quality product with affordable price and durable
Panel is the most important part in TVs and only Panasonic who produce the panel in same factory and assure same quality all over the world
Other brands usually put the number based on processing stage so those figure is no meaning for consumers point of view
Touch upon the running cost merit for cost-conscious Shoppers.
03/09/12
Advice Consumer can get higher total-value from VIErA for long-term basis. So, price a bit higher at purchase time
Oscar/HRDC
100
Washer Sales Talks

1) First time shoppers 2) 2nd (or more) times shopper (considering F/A) 3) Big family shoppers 4) Price Conscious shoppers 5) Energy Saving Conscious shopper
03/09/12
Oscar/HRDC
101
Fridge Sales Talks

1) First time shoppers 2) Upgrade considering shoppers(1D to 2D) 3) Big family shoppers 4) Price Conscious shoppers 5) Energy Saving Conscious shoppers 6) Super high-end shoppers
03/09/12
Oscar/HRDC
102
Microwave Oven Sales Talks

1) First time use microwave 2) 2nd times & advanced user 3) Concern to Healthy Food 4) Concern to Energy Saving
COMBINATION COOKING Micro Micro wave wave
03/09/12
Conve Conve ction ction
Steam Steam
Oscar/HRDC 103
AC ENVIO Sales Talks

1) For Save Electricity 2) For Health Conscious 3) For Family Type AC Shoppers 4) For Baby Concern 5) For Interior Design Match
03/09/12
Oscar/HRDC
104
Session -1.
Building Layout
09/03/2012
Oscar/HRDC
105
Zoning lay-out
Consider lay-out not for the shops reasons but for customers stances
The 1st step to make customers in the area loyal is the shop building to implement easy to come in, easy to move around and easy to move out. 3 principles of lay-out Shop
Customers feel
easy to come in
easy to move around

Understandable movable
easy to move out
can see all products getting along with in-store traffic lines. set traffic & circulation lines to lead to the prioritized products. set openness in displays from entrance to the deeper area of the shop.
09/03/2012
Oscar/HRDC
106
Zoning lay-out
Contrive ways to implement easy to come in and easy to move out lay-out at entrance/way-out
Lay-out of easy to come in and easy to move out Form moreeasy to come in atmosphere not only with facilities & displays but with physical/psychological effects and information provision.
Wide entrance/way-out No items(displays/panels) giving unnecessary pressure near entrance/way-out Wide aisle from entrance/way-out No reception(desk/counter) that gives unnecessary pressure near entrance/way-out Open from outside into the shop depth, can see enjoyable displays Welcoming atmosphere and staging near entrance/way-out
the other points Artifice of doors Artifice entrance stairs Artifice of display & staging
bright at entrance(lighting) infotainment provision at entrance (use films & sound to the fullest) keep TV switched on
Oscar/HRDC
no doors no stairs automatic doors wide steps of stairs door kept open easy to step up in business hours
09/03/2012
Cleaning up, etc.
keep off around entrance (e.g. remove empty boxes) keep clean around entrance
107
Zoning lay-out
Contrive ways to implement easy to move around
practicing ingenuity in product display, wide aisle, etc. Lay-out of easy to move around in the shop
Understandable & clarified zoning

In-store guide/map what & where to sell Corner signs that can easily be seen No high display in the center, and can see around the shop
magnet positions e.g.

attractive displays at these positions in larger scaled shops shall increase customers mobility in the shops.
Place attractive display, magnets at key positions of the shop

Place prioritized products displays at the magnet positions (see the right picture) of the shop and enrich the staging.
Easy to move aisles to link around the shop

Wide aisles and no obstacles of displays displays and aisles are clarified. (sub-aisles should be 1.5m+ width)
the other points

Number of floors
single floor is the best. brighten the stair spaces in case the shop has 2+ place artifice at stair floors, strengthen the spaces to link upper and in-store guides to drive customers to upper floors. lower floors
09/03/2012
Artifice of in-store stairs
Cleaning up, etc.
keep off the aisles
cf. forming Grub street stop and see! purposely form Grub street (=Stops, spots) where prioritized displays, campaigns are placed so that customers stop & see them.
Oscar/HRDC
108
Zoning lay-out
Points of lay-out and the case(2) Form relevant atmosphere in which customers thoroughly try the produ
Forming atmosphere at front half of the shop where customers feel easy to try products
no pressure to customers, place counter in the centereasy to talk area displays inside of show window towards outside touch & try corner of e-cam at entrance produces energetic & easy to come in atmosphere. place spaces for slow shoppers of home theater, etc. in the deep area of the shop
Problem lies in the position of counter
Placing counter at entrance side that gives pressure towards customers Counter at just back side of VIERA corner disturbs customers to try at ease
diagonal display lay-out covers the handicaps of narrowness.
before
after
easy to come in, easy to watch products

move counter not to give pressure appeal attractive products at the shop front relaxed & comfortable corners for trial and consultation
stock
stock

stock
109
Check list of Zoning lay-out

Does the shop implement effective zoning & lay-out for easy to come in and comfortable to shop with consideration of products feature?
Does the shop specify relevant zoning to consider the product feature( products that need consultations, Products that can be selected by oneself, etc.)? Does the shop realize the lay-outs, easy to come in, easy to move around and easy to go out? Does the shop realize the lay-outs in which customers can see around the shop from the entrance? Does the shop have counter or any display at entrance that gives pressure? Does the shop have clear-cut floor demarcation by products categories/groups? (for the shops with 2+ floors) Does the shop clearly group the products in displays for each category of products? Does the shop clarify the boarders betwn displays and aisles so that customers feel easy to watch the products? Does the shop clearly divide display spaces with consultation spaces so that customers feel easy to shop? Does the shop have 150+cm aisles (2+ m for the spaces of VIERA display)? Does the shop realize the lay-out and corner signs so that customers feel easy to find what they look for? Does the shop realize variable/flexible lay-out to easily cope with events and makeovers? Does the shop use magnet displays at the fullest to attract customers at key positions in the shop?
Score
12
Issues & How to cope with

Oscar/HRDC
09/03/2012
110
Session -2.
Store Building Display

09/03/2012
Oscar/HRDC
111
Displays & presentations

Displays & presentations for customers to enjoy easy to watch , easy to touch and easy to compare.
Displays & presentations to thoroughly show up each model of the products
Points of displays & presentations
Clear up the eyesight in the shop, and guide what and where to buy.
no tall displays to disturb eyesight in the center of the shop. place corner signs of products groups in prominent positions.
Display topical & prioritized products at prominent positions in prominent manners.

appeal prioritized products and good selling products at the shop front.
Highly compartmentalize displays by product categories.

zone displays by aisles, partitions,fixtures, etc. so that customers can reach easily and understandably.
Set appropriate fixtures to fit products and for customers to easily watch and to easily touch.
fixtures design to fit products, height of displays(products in showcases are not visible nor touchable.)
Put appropriate POPs for customers to understand products feature and to easily compare.
POPs to guide 3 points of benefit for customers appropriate sizes of POPs to fit the products. Do not hide the products with POPs.
Demonstrate main products so that customers can try.

guide points in trials POPs to appeal, Lets try!
Show up the products themselves in prioritized products presentations.

add one point caption to remind customers of ones memories and scenes they use avoid overmuch
09/03/2012
Oscar/HRDC
112
Customers can shop in at ease and watch closely around in the shop.
Point of displays not to bother eyesight in the shop
plan display in mortar shapes dependent upon the shops status. (some exceptions exist.) central fixtures(island) should be under 150 cm height. display at walls should also be under 200 cm height in principle. corner signs at 250-300 cm height are easy to pull attention (from 5m distant). obvious merits for the shops: can watch shoppers well, antitheft effects, etc. Side view of display in mortar shapes
Avoid tall displays in the center of the shop.
under 135-150cm
Heig ht
front view of display in mortar shapes

Visible corner signs are at 250-300cm height.
eye line
Under 2m
150
09/03/2012
Oscar/HRDC
113

Place topical & prioritized products at prominent & good selling positions.
place the products customers want to watch the most and the products the shop wants to sell the most at the most prominent positions.
Superior positions In shop lay-out knowing good selling positions in

lay - out
superior positions in lay-out e.g.

figures indicate priority.
superior positions in general of Brand Shop

casher
6 3
A at around entrance
main stage VP zone
B gondola ends C casher front D main aisle(end of the main aisle)
6 6 5
5
superior positions in lay-out: prominent places and easy to stop over for customers and positions with higher sales efficiency for the shop Products sales shall be dependent upon the
1 2
display positions and changeable subject to what products are displayed at superior positions.
09/03/2012
Oscar/HRDC
note the upper floors have disadvantages rather than the lower floors in case of 2+ floors buildings. Priority at upper floors is also pursuant to the above.
114
Prioritized products shelf should be prominent, reachable for customers

Place the products the shop wants to sell in the superior positions = prime zones at shelves.
Superior positions In display shelve

knowing good selling positions in shelves
superior positions = prime zones
at shelves e.g.
185cm
female140cm male150cm
Height of eyes
prime zones in the height of display shelves
Prominent and reachable positions
Hard to reach
%
eye line: 150cm 20
80-110cm height in the shelves

secondary good selling position
110-140cm height
Better
Reachable
Height of customers eyes and ranges of customers reaches(changeable by customers heights) Horizontally extended spaces (prime lines) the narrower aisles are, the narrower eyesight is. (Prime zone shall be smaller.)
Ranges of Prime positions
%
Easy to reach
Reachable Hard to reach
% %
100 90 80 70 60 50 40 30 20 10 0 cm
Should pay attention to especially higher position at shelves for Brand Shop!
09/03/2012
%: the approximate of sales composition ratio

differs by width of aisles and shapes of fixtures
Oscar/HRDC
115
Display and presentations

Desirable positions
Obvious differences in positions, therefore Get prime positions!

Cf. Comparison of efficiency 130 120 100 center
3 key points
POINT 1
Figures: Priority
Desirable
right
1 2 3 4
Desirable
Left
Center Right
Electrical manufacturers survey
Uppers
Under 150cm height of fixtures;
The most upper spaces are the best!

2 5
POINT 2
Centers
3 6
1 4
The center spaces are the best!
Desirable
POINT 3
Right side in the middle
4 8
2 6
1 5
3 7
Compare betwn left & right
The right spaces in the middle are the best rather than the left!
116
09/03/2012
Oscar/HRDC
Spaces at the ends attract attentions and sell well. Arouse demands around corners as well.
Increase demands around the corners with artifice into displays at the ends
ends utilization
superior positions at corners and manners of ends utilization
The approximate of superior positions at corners and sales efficiency
Applications of ends utilization to attract customers e.g.
5 times ( approximate ) sales efficiency Suggesting display at edge-ends of fixtures of ordinary shelves raises demands of customers
Eye catches Suggestions (recommendations) POP 3 times 5 times
POP artifice
Displayed products at the ends

prioritized products new/topical products products of CF telecasted seasonally recommended products promotional products
ends
Glance naturally
Main aisle
ti m es 09/03/2012
sales efficiency ratio compared with the ratio(=1) of the midst of shelves Oscar/HRDC
117
Displays & presentations VMD

Increase sales effectiveness with visually evocative displays to appeal product policies of the shop
manners of visual presentations

Visual presentation generically mean VP, PP and IP, and equivalent to VMD(visual merchandizing)
objectives
in-store lay-out and manners of displays e.g.

IP casher PP IP PP IP VP
stage(s)
VMD
Visual Presentations
products launched at
Main products of the shop (the most prioritized products) The most superior (prominent) positions of the shop
Manners of displays
Assort the products in which customers have great concerns with the related products, and show them up with suggestive POPs
PP IP
demands arousing
VP
Main products -show windows -stages for the -ends competition Main products Corner ends at corners Magnet -new models positions -topical models -prioritized models
PP IP IP PP
Point Presentations
Show up the displays with POPs that well appeal products feature Displays with demos & trials
PP
end(s)
PP
IP
VP
Provide customers with useful information for products selection Displays with consideration of Easy to watch, easy to touch & easy to select
show window(s)
VP
Item Presentations
reaping
IP
Products groups at corners
Each corner of products groups
Spaces for VP are sometimes used for the spaces for PP.
09/03/2012
Oscar/HRDC
118
How to make VMD

Sell the products which we want to sell by proposal sales!
VMD operation and procedure

Develop the 52 weeks/year plan 3 months before: Decide the original plan in the promotion planning meeting. 2 months before: Start preparation in each division. 1 month before: Explain to the all stores in store management meeting. Set up the modeling floor in the sample store. Send the information to each store about modeling floor case. Implement it all together in VMD activity day at the same time.
oscar planning
120
Check list of Displays & presentations Display prioritized products in prominent positions in manners of easy to watch, easy to touch and easy to compare.
are the products customers want to watch the most and the products the shop wants to sell the most displayed at the most prominent positions? are the prioritized products of each corner displayed at the most prominent positions of each corner? are the products displayed at appropriate shelves from the ideas of good selling products and well selling positions? are the prioritized products displayed with any artifice to show up by POPs and the others? are all the products displayed for customers to easily touch? are the main products turned on electricity for customers trials? are the fixtures designed to fit the products? are the displays at island areas under 135cm high? is the in-store bright enough? does the brightness fit PDP presentations? are the products displayed for customers to easily compare? and is the related information provided satisfactorily for customers to compare? are POPs/stuff in display hiding the products? are there any shortage/lacks in SKUs?
Score
12

Oscar/HRDC
09/03/2012
121
Case study 1 display
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Oscar/HRDC
122
The rules in Displays & presentations of VIERA
Appeal attractiveness of VIERA, promote appropriate displays for customers to easily select.
Based upon basic rules in displays, put them into practical use considering conditions of each shop Corners classifications 1
Set separated corners for LCDs and PDPs

Mixed displays of LCDs & PDPs confuse customers avoid LCDs & PDPs entering at a same glance of customers (bothering with each other).
Triangle display 2
In case of displays with small number of models, triangle display is effective for easy to watch and easy to compare.
customers stop and see the display area in full view at a position. prioritized models can be appealed in center of the displays (gather customers attention).
shape displays
shape displays
NG
In case of displays with large number of models
Appealing power of sales prioritized models might be weakened. Imbalances in displays
Good
In case of displays with large number of models
Can watch in full view
Good
NG
Customers eyes hardly reach each of models objective models,

sales prioritized models 09/03/2012
Oscar/HRDC
appeal objective models/Sales prioritized models in center of the displays
123
The rules in Displays & presentations of VIERA
Display with appropriate viewing distance and appropriate heights

3
so that customers can confirm brilliance of products in appropriate environment of presentations
Appropriate distance from the product is approximately 3 times of the height of display.
155.4cm for 42V model and187cm for 50V model for example are the appropriate distance for viewing 29 inches model for 4:3 CRT TV requires approximately 2m distance for viewing
Display on the wall should be within 100-200cm range and home theater within 50-160cm range for viewing in a sitting VIERA position.
easiness to concentrate on a single point and view angle(up/down) of approximately 30 , which should be key conditions in displaying TV sets.
Appropriate viewing distance and height

230cm 200cm
V model
Displays on the wall

VIERA50V model e.g.
Theater type display

approx.2m(187cm)
100-200cm
(Max. 230cm)
30
30
V model
conspicuous eyesight angle
30
50-160cm
Approx.170cm
approx. 2m(187cm) approx.3m

09/03/2012
Approx. 100cm
Oscar/HRDC
124
. The rules in Displays & presentations of VIERA
Display to make customers comparison in sizes easy

PDPs (50V model, etc.) should principally be displayed in one stage row. Smaller sized ones can be in 2 stage rows. Size comparison 5
Place larger sized models in lower row and smaller ones in upper row in principle in case of 2 stage rows displays. Upper display should be under 2m high.
in case of front out displays, smaller models may be placed at the front. LCDs and PDPs should separately be displayed comprehensively.
Neatly line up the models in displaying variety of different sized ones. the displays look finely, which provides easiness of comparison in sizes
Displays with horizontally lining up
artifice of height of display rack, its anteroposterior positions for easy to watch cf. displays at convention/exhibition with horizontally lining up all models of VIERA
Principles in case of 2 stage rows displays
50
LCD20V model, etc.
Max.2
60
LCD32V model
Display rack 09/03/2012
50 60 Oscar/HRDC
125
Appropriate brightness over displays where VIERA can brilliantly be viewed

Illuminance levels 7
Lighting for VIERA corners should be under 500LX which vibrantly shows up PDPs.
Specify environment in the shop with similar usage conditions customers usually live in so that customers can realize high image quality of VIERA.
show up VIERAs images brilliantly and sharply and form relaxed atmosphere in the shop. appeal that ordinary living rooms are the best places for enjoying VIERAs brilliant images (illuminance level in ordinary living rooms is approximately 75-150LX.)
3000LX 2000LX 1500LX 1000LX 750LX 500LX 300LX 200LX 150LX 100LX 50LX
Entrance should be light-filled.

Easy to shop in, easy to be watched
illuminance level in-store environment in general
prioritized products at show windows shop entrance(front displays) prioritized products at stages in-store displays show windows around in-store spaces high valued displays Level down illuminance to some extent in deeper area of the shop
makes relaxed and valued atmosphere
LCD
No cautions in particular
The other Products corners (lightings)
illuminance under 500LX highlights qualified images of PDPs VIERA corners (lighting)
PDP images might be fogged whitely in lightings of higher illuminance levels.
10 times difference
in-store spaces of high valued pro shop consulting spaces at high valued pro shop
Illuminance level at ordinary living rooms

75-150LX
Black images sharply and brilliantly in the lightings of living rooms
09/03/2012
Oscar/HRDC
126
Lighting must be considered about anti-illuminance gaining and showing up.

anti-illuminance gaining treatment 8
Avoid illuminants directly shedding on the surface panels of VIERA.

adopt anti-illuminance gaining treatment in proportion to total lighting plan of the shop. plan comprehensively about lighting facilities, manners of lighting, displays positions, displays contents around VIERA, showing up quality images
Lighting covers e.g.
built-in typed
indirect lighting
(covers, shades)
pin-lights
VIERA
NG Good
Surface gains sights of ceiling lights if it is placed at higher position than eye lines.
high
illuminance level
low
Surface gains less sights of ceiling lights if it is placed at lower position than eye lines.
Remove something bright at the opposite side
avoid direct shedding from illuminant as much as possible. control illuminance levels by lighting facilities with illuminance adjuster light down the opposite side of VIERA displays (avoid placing something bright)
09/03/2012
Light up walls with horizon lights

in-store shall be with brighter images. showing up effects upon the products lessen eye fatigue in viewing
Oscar/HRDC
127
Home theater displays require 12 + spaces, 20 + if possible.

Spaces for home theater displays 9
50V models require approximately 12 spaces for displays from the viewpoints of appropriate viewing distance and positions of surround speakers.
consider cable setting of speakers, anti-noise treatment for neighbors, soundproof settings of theaters, resonance-escape treatment, etc.
approx. 4m center front(L)
The approximate of home theater spaces 5+

VIERA
VIERA
front(R)
30
approx. 2m active sub woofer
4 3 4+ indispensable minimum space 12

sofa/couch
30
approx. 3m
approx. 2m
approx. 2m
space as comfortable environment 20 +
approx. 1m
120
surround speaker(L)
in case of setting up surround back speaker Oscar/HRDC
60 90
surround speaker(R)
09/03/2012
128
Case Study 2
Lumix Display
09/03/2012
Oscar/HRDC
129
. The rules in Displays & presentations of LUMIX
Promote appropriate displays for customers to easily select and easily try considering purchase process of customers.
Point of displays for LUMIX
purchase process model of customers how shops cope with at the shop
(displays & consultations)
visit
select by number of picture cell select by price
display sections by types
displays by classifications of number of picture cell displays by price classifications

entry models diffusion models high-end models displays by brand displays by functions
consultations, product guidance, recommendations
select by brand(maker) select by functions
POPs to guide product POPs Information feature function comparison brand provision functions guides suggestions
exhibiting manners to replace trials & demonstrations
select by operationability Select by design
DVD photo samples, etc.
displays of working models confirming displays of models easy to touch displays of easy to touch & try touch & try
antitheft artifices
purchase decide model

09/03/2012
Oscar/HRDC
130
. The rules in Displays & presentations of LUMIX
Displays for trials of photo taking and functions and Information & POPs to appeal products benefits
Displays and information provision to move customers to try Information provision
eye-catches by brand appeal e.g. displays at home electric appliances large-scaled retailer in Japan appeal topical models with showing TV-CF
POP to appeal merits of product feature (wide-angle 28mm)
POP to appeal functions of product feature anti-camera shaking)
displays of model line-ups(series) by types with colors
monitor in which customers realize camera-shaking POP to call for trials
displays for customers to try and confirm quality images

turning on electricity, antitheft treatment
09/03/2012
Oscar/HRDC
POPs of spec comparisons
131
Checking how many times a customer touches the product on the sales floor.
Model A B C D E F G
09/03/2012
Number of times a product is touched 8 5 15 20 16 13 4
Number of units Ranking in sales sold 2 0 3 5 3 3 0

132
No. 5
No. 2 No. 1 No. 2 No. 2
To be a winner , your /HRDC display must be more Oscar appealing than competitors' .
Comparison of store and Internet sales as seen by the customer

Store sales
Advantage
Internet sales
Can physically experience the The price is lower than at the store. Can order from home. product. Can touch the product. A wide range of product evaluations are Can take back the product. available on the Internet. Can seek advice from the salesperson. Can go to the store immediately if the product is defective.
Disadvantage The price may be higher than Cannot experience the product. It takes time to return or replace the product. through the Internet. It may be troublesome to No assurance about after-sales service. physically visit the store.
advice : How about combining the advantages of the two?

09/03/2012 Oscar/HRDCSource: Tsukasa Tokudaira, "Manual for manufacturers' sales 133
staff".
-3.
Shop Building Point of POP

Purchase
134
POPs & information provision through providing useful information in Grasp demands
proportion to customers purchase process.
Objective provision of information from visit to purchase shall improve sales efficiency. Consumption process and POPs
Customers consumption process Objectives of POPs in accordance with purchase process customers customers I have wanted the product like this Which type does fit me? Where is the product displayed? POPs POPs POPs for POPs for demand demand arousing arousing POPs for POPs for the reasons the reasons why it is why it is recommendabl recommendabl e e POPs to POPs to classify classify models by models by types types POPs for POPs for product product feature feature objectives of POPs objectives of POPs information contents information contents
Appeal product merits all in the corner and arouse potential demands Accelerate replacement suggestions, campaigns of seasonal events, information of DS(dissatisfaction) busters, etc. Information for customers to appeal recommendation at a glance to fit each of customers and their needs
Attention
Interest
Desire
Classification signs by types of products
Action
Which is the one?
recommendation recommendation s s
09/03/2012
(POP for each (POP for each POPs of model) POPs of model)
Products comparison information for customers in selection of models 3 points of feature Customers benefits
rule: consumption behavioral model based upon psychological process of consumers, and A, I, D, M and A are abbreviations for
Oscar/HRDC
135
POPs & information provision
Product POPs should be provided from customers viewpoints understandably.

effective in presenting not from shops viewpoints but with words & phrases to show customers merits Points of information provision
POPs explain what customers want to know and what the shop wants to inform instead of staff. -> helps saving time for consultations.
Answering towards variety of questions customers cast on a daily basis primarily on POPs VOCs are reflected in making POPs.
important to gain customers attention in a short period

colors, illustrations, font size, etc. artifices in making eye catches the sentences should be shorter & simpler.
information should not be too much and not to be too less, which causes no impoliteness. Products are the main, avoid POPs standing out too much.
appropriate sizes of POPs considering the sizes of products do not hide the products with POPs.
prioritize what customers want to know first and what the shop wants to inform first.
Points of POP information contents
can learn users merits of the products. can learn which product(s) does fit oneself. can learn differences among the models of products displayed can learn the product feature (less than 3 points).
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136

Product POPs work better than discounting for sales increase.
Put appropriate POPs based on the understandings about roles and effects of POPs. Effects of POPs
Merits in sales with POPs
Attenti on!
can recommend the products that well fit the customers. increase the trust towards the shop and products. can get rid of price competition with competitors.
Value added products can sell well.
The approximate of sales effects

The approximate based on cases in other industries
no POPs, no discounting no POPs, 20% discounting with POPs, no discounting
100 150 150
have effect to newly arouse demands.
only lower priced products sell and profit declines. customers would not be loyal.
loyal not to the shop but to the price
Demerits of discounting
with POPs, 10% discounting 250
09/03/2012
Oscar/HRDC
137

Try, original product POP making with focuses on customers merits.
Points of POP making -1
POPs on product feature e.g.
Panasonic
makes fun of sport watching Why?
VIERA
triple!
Make catch phrases to appeal the products with focuses on customers merits.
specific users merits, solution to dissatisfaction, ways to enjoy, etc. readable font size from 5m distant artifices with photos/illustrations for customers to easy to understand
1 2 3
PDPs strong in catching fast moves!! Wide angle that everybody can enjoy!! No fatigue in long time viewing!!
PDP
Note product feature in 3 points to clarify customers merits.

put down to one point subject to the size of POPs. readable font size from 2m distant
LCD
Thats why they best fit movie watching!!
Photo, data, charts, usages, and the related information to understandably explain the products feature and the merits
Pamphlets/leaflets may be utilized.
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Oscar/HRDC
138
Structurally arrange the information to be notified
3 layered structure Product Cone)

Decisive words in business talks (talk in a single word)
Essence of B
Benefits
(How beneficial compared with our previous models and competitors products)
Contents of B
Method, Price, Shape
Evidence of B
Oscar/HRDC
09/03/2012
139
Group Work Think about it looking through the catalogue!
Aim of Development
To increase 10% market share in the Plasma flat display panel category. To increase total quantity to 1000 pcs per month.
Target customer
Mid to high income earners aged between 30 to 55 years old. Movie and satellite tv program lovers. For narrow and dark lighted living room.
Product Concept
Model TH-42PV70H
Think BIG, think plasma, think VIERA
Clearer, sharper and natural pictures Save space slim and stylish design Convenient and user friendly for networking
10,000 : 1 Contrast Ratio V-real technology panel, driver, processor VIERA link technology
Character
Benefits
Attributes
09/03/2012
Oscar/HRDC
140
POP #4
Illustration & Specification
Price
142

Important for POPs to primarily attract customers attention and make them understand attractiveness of the products with understandable contents.
Points of POP making -2 the font size in POPs must be larger and the phrases/sentences shorter. need artifices to entertain customers with illustrations/photos and coloring in reading. do not use technical terms which customers feel hard to understand. make rules of size of POPs and produce integrated images of atmosphere in the shop. make the original POPs of the shop. use readable writing by PCs as well as hand writing manners. do not directly put POPs on the products. indications of POPs, price cards and the products must meet with each other. do not hide products with POPs. enrich POPs to appeal product value(product feature) rather than POPs of price appeals.
09/03/2012
Oscar/HRDC
143

Provide information/guidance for customers to shop in at ease.
Appeal towards first comers to know well about the shop, easy to shop and trustworthy. Shop guidance information
shop guidance welcoming customers and driving them smoothly move into
welcoming messages to customers clear and understandable directory with map of the shop visible corner signs from long distance guiding signs for customers to easily reach where they want to
shop profiles notifying customers the shop well to make them have familiarity and trust towards the shop
selection and depth of the merchandize working hours and days-off services and policies (owners messages) events guides FSP(frequent shoppers programs) guides
09/03/2012
Oscar/HRDC
144
Check list of POPs & information provision

Making POPs to well notify the product feature compared with competitors and specific users benefits .
are corner signs / POPs sufficient enough to clarify the models at displays? are POPs made not from makers viewpoints but with focuses upon users merits? are POPs ready for answering towards questions customers frequently cast? are POPs suggesting suitable recommendations for types of customers , and of helps for customers to select models? are POPs suggesting the prioritized products from shop manager? are POPs made with 3 key points of the products? are POPs originally made by the shop? are POPs / pieces of displays hiding the products? are POPs suited for the product images in design? are POPs made in consideration of customers groups? are there welcoming messages exposed at entrance? are there shop information to clearly show business hours , merchandize , services , etc . ?
Score
09/03/2012
12

Oscar/HRDC
Session - .
Shop Building Presentation

09/03/2012 Oscar/HRDC
Presentations
Practice the presentations to show up attractiveness of products with understandings towards what customers want
Need not only just decorations but artifices to catch the customers feels and to show up the products Points of presentations
grasp what customers want show up the product(s)

artifices that fit the product(s) high valued and sophisticated
for customers types, scenes of living and using the products
attract customers attentions entertaining
prominent appealing towards five-senses with motion, lights and sound
products are the main, avoid excess showing up may disturb attractiveness of the products. harmonize images with interior and fixtures prioritize the product(s) and show up
concentrate on 1 model for each category
renovate regularly (changing images)
09/03/2012
Oscar/HRDC
147
Presentations
Make simply one point artifice with daily commodities
staging scenes of living room (home theaters) sofa/couch, tables, accessories, carpets, stand-lights, picture, etc. staging scenes of library/reading rooms desks, desk-lights, flower, books/magazines, hobby goods, etc.
Ideas of presentations e.g.
VIERA
staging to collaborate with sport events photos of competitions, sporting goods, competitions calendars,etc. staging to collaborate with movies directors chair, studio lights, clapper boards, posters, DVD packages, etc. staging with panoramic scenery films photo books of the world heritages photo print-out samples photos of regional landscapes that shop staff took are received well. school entrance ceremony, wedding ceremony/party, regional festivals, etc. amusing objects of shooting prepare flower, dolls, miniature models, etc. which are colorful. electric cooking machines seasonal food samples and photos, photos of dishes, pet bottles in fridges kitchen goods, table cloths, tableware, flower, etc. gifts wrapping goods (wrapping paper, ribbons, message cards), etc.
LUMIX
others
09/03/2012
Oscar/HRDC
148
Experiencing step Step 1
The attractive features of the product that the customer experiences at hand-on displays
TV
Refrigerator
Size Design Noise level
Digital camera
Size Design Weight Good touch

Size Design Experience by touching Feel of material
a sample.
Step 2
Experience an activated product.
Good picture quality Good sound quality Ease of use of the remote control Good connection
Long-lasting quality of vegetables kept in the vegetable compartment Ease of putting in things Strong cool air
Speed in zooming out Wide-range view Viewability of LCD Scene-specific photography

Good sound quality when combined with a homeExperience in everyday theater system Good connection with life. peripheral devices Matching with the room design
Step 3
Ease of use provided by the double doors Space saving in the kitchen Energy saving
09/03/2012
Oscar/HRDC
Source: Tsukasa Tokudaira, "Manual for manufacturers' sales staff".
Ease of use provided by a digital camera which is resistant to water and sand Compactness and portability Suggestion to buy together with related products which are useful for travelers 149
Check list of Presentations

Are the displays working to more show up the products and to clarify the images of usages?
are there any artifices to show up the products as well as products themselves and POPs? are the products with which especially wants to be concerned by customers shown up with priority? is there well considered staging about what customers desire in their life scenes? do the displays well explain the product usages with showing options and systems? is there any displays well providing usage images of the product(s) with staging living scenes are the related products and information provided in displays? are the staging considered and designed upon customers concerns, female and the youth? does the shop front well keep seasonal and fresh images with appropriate renovations in staging? is the shop practicing topical staging as regional events, seasonal foods, etc.? is the staging producing festivity and entertaining effects in the shop front? are there any lighting effects to fit the product corner(s)? are the spaces for consultations forming relaxed atmosphere?
Score
12

Oscar/HRDC
09/03/2012
150
Setting
Area: Area: Store Name: Store Name:
Name Name
Before
Photo
After
Photo
Problem Problem
2010.02
Result Result
151
Session .
Operation
Promotion of Events to Attract Visitors From Big Events to 52-Week Events
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152
Required Events
Panasonic need to hold well-timed events and thereby create sales opportunities linked with annual sales plans and selling space creation Sales opportunity creation Big events
Link
52-week events
Annual sales plans (Sales promotion and measures to Link attract customers) Selling space creation
(Showcasing plan)
Customer management
(Nurturing Panasonic fans)
Why Are 52-week Event Plans Required?

Planning 52-week events is a method designed to bring about substantial results by selling seasonable products at high seasons in an efficient way
<52-week event planning steps> 1. Identify the key selling season based on annual demand changes
Identify: Key selling season of the year Key selling products Selling reasons
(Key selling seasons)
Big events
2.
Identify sales opportunities other than the key selling season
Identify: Second-best selling season Selling products Selling reasons
(Selling seasons)
Medium-sized events
3.
(1) Identify: Selling products of the week Selling reasons (2) Identify: Selling weeks of each product Selling reasons
Identify weekly sales opportunities
Small events
(Weekly, daily)
4.
Formulate annual showroom event plans tailored to the identified sales opportunities
09/03/2012 Oscar/HRDC
52-week event planning for the year 154
Advantages of Holding 52-Week Events

52-week events encourage customers to become Panasonic fans and visit stores repeatedly, thereby allowing efficient sales promotion activities
<Advantages of 52-week events>
mand that was previously invisible mand that was previously invisible
storefront showcasing all through the year storefront showcasing all through the year ng space operations linked to annual sales plans ing space operations linked to annual sales plans les staff to become aware of what products they need to recommend to customers ales staff to become aware of what products they need to recommend to customers lling seasons for a wide range of products lling seasons for a wide range of products
h-value-added trading h-value-added trading
e creation of a store image that is enjoyable all through the year e creation of a store image that is enjoyable all through the year asteful sales promotion or storefront presentations and thereby enable low-cost selling spa wasteful sales promotion or storefront presentations and thereby enable low-cost selling spac ble responses to market moves ible responses to market moves e repetitive customer visits to stores e repetitive customer visits to stores aining a wide-range of Panasonic fans aining a wide-range of Panasonic fans
he sale of products in their high seasons without cutting prices the sale of products in their high seasons without cutting prices
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Oscar/HRDC
155
Past Events and 52-week Events

Hold events targeting customers' concerns in their lives and "seeds" of demand.
<Features of 52-week events>
Past events
Subjects Timing and periods Frequency Products Event focus Measures to attract customers Management
Future events
Mainly sales campaigns
Customers' concerns in their lives All through the year (weekly, daily) Selling seasons Many times All products Give sales opportunities to all products
Simultaneous with other stores Short periods

A few times Limited number of key products Price-oriented Mostly unrelated to products
Lifestyle proposals Product value-oriented
Strongly linked with products Customer concerns
Sales targets were not well-grounded Linked with annual sales plans Forecasts were not accurate Forecasts are accurate Know-how has not been accumulated Know-how will be accumulated for future events
09/03/2012
Oscar/HRDC
156
Key Points of Holding Events (1)

Have customers experience product benefits in small events and achieve large sales in big events
<Advantages of holding regular events>
Sales
The following is a sample sales-change graph

Big Event (Sale) Big Event (Sale)
Big events
(Key selling seasons)
Medium-sized events
(Selling seasons)
Small events
(Weekly)
Mini Event
Mini Event
Mini Event
Mini Event
09/03/2012 January
First week
Oscar/HRDC
52nd week 157 December
Key Points of Holding Events (2)

Examine effective procedures tailored to event types
<Promotion guidelines by event type>
Aims Frequency Scale Several times/year Largest Products Key products Content
Holding events at separate venues Attract visitors from a wide area Large-scale attractions High-profile showcasing Store-wide promotion

Big events Mediumsized events Small events
Cash in on the largest demand of the year
Cash in on demand Monthly (not Medium to Key products fixed) by holding events large Event themetimed with the selling related products season of key products Communications Weekly, Small Event-theme (repetitive store visits) twice a month products
Pre-high season sales or monthly (not promotion fixed) Proposal-based product sales
Small and for-gift products
Showcasing at relevant zones of Store-wide the store presentations Prizes for store visitors Advance notice at the storefront Attractions for drawing visitors Prizes for store visitors Showcasing at relevant zones of Measures to draw visitors such the store Promotion using POP advertising as sending invitation letters and presentations Daily events low costs and efforts At
Generate product awareness
09/03/2012
Oscar/HRDC
158
Overview of Event Planning

Plan individual events based on the annual plan
<Event planning>
1. Preliminary planning
Step 1: Annual planning
Annual sales trend analyses
Prepare the demand matrix table
1) Weekly, monthly 2) For each key product
2. Concrete event implementation plan (by theme)

Step 3: Preparation of event planning specifications
(1) Details of the event (showcasing, attractions) (2) Venues, layouts, showcasing (3) POP advertising, presentations
Annual event plan

Prepare the annual event plan
1) Annual event themes 2) Key products 3) Event scales
Step 2 Preliminary planning of individual events

(1) Event themes and timing
(4) Furniture and other necessary tools (5) Sales promotion and methods to attract customers, advertising methods, invitation letters (6) Prizes for store visitors (as necessary) (7) Programs to be promoted (8) Responsibility sharing and persons responsible
(2) Key and related products (3) Market background (reasons why the product is in demand or why the event is held) (4) Sales plan (targeted sales, number of visitors, last year's results, etc.)
09/03/2012
Oscar/HRDC
159
Annual Sales Trend Analyses (1)

Prepare the annual demand matrix table and identify the selling weeks and products to be sold
<Annual demand matrix> 1. Preparation procedures
Month Week
1 2
Decide event themes based on last year's results, etc.

Feb Mar
8 9 10 11 12 13 14 15
g! in nd Fi
May
18 19 20 21 22
Record the total and each product's weekly sales by indexing the annual average sales as 100. *Conduct monthly analyses if weekly figures are not available Jan
3 4 5 6
Apr
16 17
Total
VIERA DVD ECAM LUMIX
Identify selling weeks (months) (1)(2) Identify products to be sold each week (month) (3)
Identify selling weeks (months) for each product (4)

Products with high ratios to total sales
Plan events based on numerical evidence (examples)
(1) Weeks (months) in which the demand indicator against the total annual average is 200 or more Big events (2) Weeks (months) in which the demand indicator against the total annual average is 150 or more Mid-size events (3) Products in which the demand indicator for the week (month) is ranked high Small events (4) Weeks 09/03/2012 (months) in which the demand indicator of each product is 200 or more against the total Oscar/HRDC annual average Small events
160
Annual Sales Trend Analyses (2)
g! Identify the reasons why the product is in high demand in a certain period based on the annual sales trend analysis in d <Identify event themes> in 2. Analysis of reasons F
Factors
Identify factors based on the conditions in each area Temperature changes, rainy season, bonus payments National foundation day and other memorial days, vacations Olympics, world cups, national competitions, other popular sporting events, sports tournaments opening seasons, final games of tournaments New Year and regional festivals Seasonal foodstuff and dishes School events (entrance and graduation ceremonies, sports festivals, school presentations, etc.) New product releases, store's opening day, commemoration of refurbishment, wedding season, birthday gifts, popular films and TV programs
Changes
(1) Seasonal changes and social customs (2) National memorial days and events (3) Sporting and other events (4) Festivals (5) Foodstuff, dishes, etc. (6) Regional events (7) Others
(2) Analyze reasons for the rising demand and select themes. (2) Analyze reasons for the rising demand and select themes.
* Themes: Reflect the selected themes in catchphrases, products to be promoted, showcasing and presentations, event content
09/03/2012
Oscar/HRDC
161
Group Work #4 Annual Sales Trend Analyses

Examine the store's " seeds of demand " in reference to the demand matrix
Record main events and seasonal changes in life Indicate the beginning and the end of the event by using
Changes
(1) Seasonal changes and social customs
Temperature changes, rainy season, bonus payments
Jan
Feb
Mar
Apr
Mar
Jun
Jul
Aug
Sep
Oct
Nov
Dec
(2) National and local memorial days and events

National foundation day and other memorial days
(3) Sporting and other events
Olympics, world cups, national competitions, other popular sporting (4) Festivals events, sports tournaments opening New Year and regional festivals seasons, final games of tournaments
(5) Foodstuff, dishes, etc.

Seasonal foodstuff and dishes
(6) Regional events

School events (entrance and graduation ceremonies, sports festivals, school presentations, etc.)
(7) Others
New product releases, store's opening day, commemoration of refurbishment, wedding season, birthday gifts, popular films and TV programs
2010.02
162
Group Work #4 : Annual Event Plan

Draft the annual event plan of the store
Draft the store's annual event plan in reference to annual sales trend analyses, events and seasonal changes in life
Event types Annual demand changes

Graph sales changes and identify demand peaks
Jan Feb Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Big events
Key product examples
Mediumsized events
Small events
Key product examples 2010.02
163
Group Annual Sales Trend Analyses

Examine the store's " seeds of demand " in reference to the demand matrix
Record main events and seasonal changes in life Indicate the beginning and the end of the event by using
Oct Nov
Rainy season Bonus Moslem
Changes
(1) Seasonal changes and social customs
Temperature changes, rainy season, bonus payments
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Dec
Bonus Christian
Rainy season
Dry season
(2) National and local memorial days and events

National foundation day and other memorial days
1/4 : Go Green Camp 21/4 : Kartini Day 21/5 : Euro Cham Final
(3) Sporting and other events
Olympics, world cups, national competitions, other popular sporting (4) Festivals events, sports tournaments opening New Year and regional festivals seasons, final games of tournaments
17/8 : Independent Day 1-2/10 : Id Al Fitri 25/12 : Christmas 2-30/9 : Fasting 8-24/8 : Beijing Olympic 22/12 : Mothers
day
7-29/6 : Euro Cup 08

14:2 : Valentine 1/1 : New year 27/1 : Chinese NY
(5) Foodstuff, dishes, etc.

Seasonal foodstuff and dishes
31/5 : Surabaya Anniversary

5 10/7 Food Fest
(6) Regional events

School events (entrance and graduation ceremonies, sports festivals, school presentations, etc.)
(7) Others
New product releases, store's opening day, commemoration of refurbishment, wedding season, birthday gifts, popular films and TV programs
25/5 5/6 School entrance
19/1 : Shop Anniversary
22/4 : Earth day 19/6 : Gerah Campaign 19/5 : Harpitnas Day 7 14/3 : Serangan Fajar Fair
164
2010.02
vThe promotion date & duration is very specific vSize of event is spread out evenly throughout the year vThere is a focus product catergory for each nature of the event conducted vMonthly demand size is shown so as to assess the conductivity of event . vSpecific models to promote to consumer against nature of event ( eg Olympic Game Focus on vThe Camerashortfall is that they never specify the forcast of participating dealer concern & only event ) 2008 the quantity target 2009 to achieve is not specified v v Jan Feb Mar Apr May Jun Jul Aug Sep Event types
Group Work : Annual Event Plan
Sam ple
Oct
Nov
Dec
Annual demand changes
200
100
Graph sales changes and identify demand peaks 0
Big events
Chinese New year Promo 15 Jan ~ 6 Feb
EUR O PRO MO
1 ~ 30 May
TH-42PV8 / SC HT895 Lumix Launching BALI In store Fair 3 Apr ~ 5 Apr 5 Apr ~ 30 May PDP/LCD Launching 5 June
Mov e ahea d
OLY MPI C PRO MO

1 ~ 30 Aug Lumix and e cam
Ram adha n Fair

5 ~ 25 Sept
NA-F70FB3 / NR-N25BF Magic Top launchhing. In store fair 5 ~ 25 Sept
Year End Sale s

1~ 23 Dec
Auvi and HA
Mediumsized events
Trade in Program PDP 1 ~ 24 July
Lumix Launching 11 Aug
Lumix and e cam Christmas fair 5 Nov ~ 23 Dec
Lumix and e.cam

My beaty lover beauty demo My beauty lover beauty demo
FX-36/FS5/3
Lumix POP placement Lumix Photo competitionproduct demo
TH-42PV8
PDP/LCD POP placement
Viera
VIERA Link Demo 1 ~ 28 July
FS -Series NRB-242 Lumix POP place ment

Cooking demo 5 17
Magic top in strore promo Cooking Demo PanasonicPortable DVD your companion for mudik Prepare washing machine before your maid mudik
NRB-242 / NA-F90
My Miss Lumix and Ms e Cam VIERA Link Demo 5-17 TH-42PV80 / SC HT895 / DMR-EH67
Small events
Key product examples 2010.02
Lumix workshop 3 Jan16 Jan
Cooking demo 5 - 20 Feb
Lumix workshop 12 26 March FX Series EH67/57/HS9/42 PV800
Lumix workshop 7 ~ 21 May FS Series
Cooking demo 10 - 20 Jun MX- J10GW SR-TEG / NN-S215 TH-42PV80 / SC HT895 / DMR-EH67
Cooking demo 5 17
Lumix workshop NR-B242 / SR-TEG / NN-S235
MX- J210GN Kuru2 EH8469 SR-TEG / NN-S235
MX- J10GW SR-TMG / NN-CS596
NR-B242 / SR-TEG / NN-S235
MX- J10GW SR-TMG / NN-CS596
165
Group Work # 3
Mini Event
2010.02
166
Group Work # -3 Event Scheduling Chart

Event scheduling chart preparation
Plan events that can be organized by anyone without a significant investment in time and money <Sample event scheduling chart>
Store this chart after recording achievements and problems and use it as a reference for next year's event.
(1) Event (selling season) title (4) Event content (Showcasing image)
* Initial rough image sketch
(2) Period (3) Key products (5)

Tools and sales promotion methods
XXth week, MMDD to MMDD
(6) Target customers
(7) Market background Point Presentation:
* Attach actual event photos in a separate sheet
(8) Product list Key, relevant and primary products

Product Model No. Price Qnty Amount Others
(9) Sales targets/results

Key product sales targets $ Key product sales results $ (Target achievement rate units
(10) Issues to be resolved
units %)
Total sales targets over the event $ Total sales results over the event $ (Target achievement rate %)
2010.02
167
Group Work #4-3 Event Scheduling Chart

Event scheduling chart preparation
Plan events that can be organized by anyone without a significant investment in time and money <Sample event scheduling chart>
(1) Event (selling season) title
Sampl e
Store this chart after recording achievements and problems and use it as a reference for next year's event.
Digital Switch Over Weekend

Panasonic Store - Manchester
(2) Period (3) Key products (5)
October 17-18 2009

Viera TV, BD Recorder, Diga & Viera Link Products
(4) Event content (Showcasing image)

* Initial rough image sketch 1.In-store presentation over a weekend one month before digital switchover in the Manchester area 2.Experts from Panasonic HQ, Freesat and Freeview in-store to answer customers questions about switchover. Seminars and Q&A by experts. 3.Freesat Satellite Lexus 4x4 parked outside the store. 4.Demonstration area to show: 1.Freesat and Freesat HD vs Analogue channel choice, picture quality, GUI, red button. 2.BD Recording, twin tuner, HD recording, Viera Link 3.Series link, pause live-TV 5.Halloween theme decorations, balloons (family feel), apple bobbing
Tools and sales promotion methodsto targeted 1.Mail and email shot customer database (RFM & Data Mining) 2.Limited offer of 0% finance 3.Package promotion 4.Local advertising press / radio / in-store 5.Refreshments, decorations 6.Giant Viera Link remote 7.POP and banners for inside and outside.
(6) Target customers

ABC1 Adults, middle to high income Viewer of movies, sports and games Digital switchover customers
(7) Market background

1.Northwest area of UK will switch off analogue signal on November 3rd 2.26% UK will not be able to receive digital TV via aerial, Freesat 98% 3.Late adopters of HDTV and middle income families 4.Very high local interest in sport
(8) Product list Key, relevant and primary products

Product Model No. TX-42G10 TX-50G10 TX-32G10 DMR-BS850 DMR-XS350 DMR-EX769 Price 899 1099 699 999 549 299 449 Qnty Amount 17,980 10,990 10,485 9,990 8,235 1,595 2,245 Others
(9) Sales targets/results

Key product sales targets 80 units 61,520 Key product sales results 88 units 68,208 (Target achievement rate 110%) Total sales targets over the event 75,000 Total sales results over the event 78,439 (Target achievement rate 115%)
(10) Issues to be resolved

Mail shot worked well 40% of sales from customers contacted Effective demonstrations contributed to high conversion rate of customers Better coordination with Freesat (poor seminar) Could have sold more add-on items e.g. cables, but inventory too low
20 10
15 10 15 5 5
2010.02
HDC-SD10
168
Epilogue:
As a summary
2010.02
169
4Ps as the marketing tools of sellers are corresponding to 4Cs of customers

Sellers 4Ps Products Price Places Promotion
2010.02
4Ps & 4Cs
Customers 4Cs Customers Solution Customers Cost Convenience
Communication
170
Check of Promoters' Routine Work

Periodically check the actual conditions and activities of the Check shop in your responsibility and make improvements
Product management 1. New products are displayed at an early stage. 2. Old products are disposed of at an early stage. 3. The stock availability of Panasonic products is always confirmed. 4. SKU items are displayed. 5. Related items are displayed. Display management 1. Product functions are displayed in an easy-to-understand manner. 2. Key Panasonic products are displayed at prime locations. 3. Price tags are properly attached. 4. POP advertising matches product features. 5. Sales floors are kept in order. 6. Necessary catalogs are available. 7. Displayed products are kept clean. 8. Creativity is devised to make a Panasonic product display section stand out more than other companies' products. 1 Sales promotion . Prices of products on sale are appropriately changed. 2. Necessary POP advertising and promotion items are provided. 3. Attractive hand-made POP advertising is provided. 4. Function comparison charts (POP advertising) that are easy to understand by customers are available. 5. Campaigns are actively promoted to attract customers. Product knowledge 1. I actively participate in product seminars (training). 2. I try to obtain information on new products at an early stage.
Daftar Periksa Kerja Rutin SPG / M di Toko

Periksa Secara Berkala Kondisi Dan Segala Kegiatan di TOko Check Serta Lakukan Perbaikan Jika Diperlukan
Manajemen Produk 1. Produk baru didisplay segera setelah diluncurkan. 2. Produk lama digantikan dengan yang baru segera setelah produk baru diluncurkan. 3. Keberadaan stock produck Panasonic selalu tersedia. 4. Produk yang continue dan terdaftar selalu terdisplay dan memiliki stok. 5. Produk yang terkait terdisplay Manajemen Display 1. Fungsi produk terdisplay dengan benar dan mudah dimengerti. 2. Produk utama Panasonic terdisplay di tempat utama 3. Price tags terpasang dengan benar dan jelas 4. POP material terpasang dengan benar dan sesuai dengan produknya 5. Display produk rapih dan teratur 6. Kataloque tersedia 7. Produk display dalam keadaan bersih selalu. 8. Kreatifitas adalah alat untuk menjadikan produk Panasonic terdisplay lebih baik dari kompetitor 1 Sales promotion . Harga atas produk yang sedang di discount dirubah dengan benar 2. POP dan barang barang promosi yang tersedia 3. POP buatan yang bagus dan menarik tersedia 4. POP yang menunjukkan perbandingan product tersedia. 5. Sales campaign dipromosikan untuk menarik perhatian customer Product knowledge 1. Saya terlibat secara aktif dalam seminar tentang produk 2. Saya mencoba untuk memahami informasi produk baru segera setelah diluncurkan
Strategic Marketing Seminar

Section Name
How was todays meeting? Was it useful?
What you are doing What you are not doing What you want do from now on 09/03/ 2012
Oscar/HRDC
173
Promoter Seminar
Thank you very much!

174

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Promoter Training Part 1

Strategic Marketing How to win at the shop?

Human Resource Development Company

Self Introduction Osamu(Oscar) Seo

What is the work of sales?!

sales using display effectively

display grasping the customers mind for life

display appealing the attractive points of products

Improvement of Customers Satisfaction, Oscar/HRDC Increase of LifeLong Customers

Something wronggenerally speaking;

Theory of a Boiled f og =Terminology of Management 03/09/12 Oscar/HRDC 6 administration studies

What are requested you to ask yourselves are;

the importance lies in;

(3) What you think you see/what you understand.

-Please describe your :

DEPT. PAU CEG MKTG

(3) What you think you see/what you understand.

-Please describe your :

Remarkable Features of this Seminar

Remarkable Features of this Seminar

Basic Standpoint of this workshop

Did you understand

needs with creating & providing valuable products & services

Increase customers, increase and increase profits sales,

Power of Sales practice

-Understandings -inner persuasiveness on Customer

-outer persuasiveness -understandings on Competitors & networking -Understandings Oscar/HRDC 18

Introduction: Konosuke Matsushita's 30 Basic Principles for Business

Concept of CS lies in Management Philosophy that the Founder launched in 1936

Ref. Understanding Value

Value = Benefits Cost

Our Help (What to do) 4 Stages of Customers Value

Satisfactory Level Due Level

Quoted from Carl

Consideration into actual consumption fields

What do consumers pay for?

What value do consumers pay for?

Options people have interests in

Options within a selection

Evoked Set Yes! No!

Then; Do you really clarify how do we survive to the end?

Evoked Set Yes! No! No!

Competitive Set Yes! The One!

Marketing =Practical studies

Our founder said:

Our product is like my daughter!

We have to strengthen your strength at the shop!

Area Product Competitor Target Customer Lider Input Data

Competitor Canon Customer Leader

Online retailers & Panasonic Direct ( online ) Brian H .

Input Data Mark

What you have to do ....

Challenge to the top

Evidence of Customers Maximum Satisfaction Panasonics Mission to repay Favor

For your references: How to judge Shares

41.7 26.1 19.3

grants stable position in case of more than 3 players.

10.9 6.9 2.8

allows being recognized at minimum level in the market.

implies turning point to be able to live or not.

. Understand the customer

Designing Product Lineups