国外品类管理案例（PPT 12页）.ppt

Category Management Case Six Core Elements of Anheuser-Buschs Six Core Elements of Anheuser-Buschs Category Management Program.Category Management Program. uFocused Resourcesa sales team focused on your business needs. uObjectivitywe will focus on your goals and your shoppers needs, driving total beer category sales and profits. uBest of Class Category Management Processour team will work with you to deliver results through industry leading category management practices. uData Resources and Insightswe have invested in the best consumer information in the industry, enabling our team to make better business decisions. uExecutionwe have the finest wholesaler system in the industry, capable of executing category plans at store level, better than any other supplier. uBusiness Resultswe will focus on innovation to deliver “breakthrough results” for the entire beer category. The Foundation of Anheuser-BuschThe Foundation of Anheuser-Busch Category Management InitiativesCategory Management Initiatives 2 Anheuser-Busch Team ResourcesAnheuser-Busch Team Resources An Anheuser-Busch Team, Ready to An Anheuser-Busch Team, Ready to Address Your Beer Category NeedsAddress Your Beer Category Needs Retail Customers Retail Marketing Wholesaler Organization Information Technology Category Space Manager IRI, Spectra enrich and entertain a global audience; deliver superior returns to our shareholders. Category Management Vision & MissionCategory Management Vision & Mission uTo be the most sought after internal and external retail industry consultant by exceeding customer needs and expectations. uCreate customer / consumer satisfaction that builds customer loyalty. Anheuser-Busch Corporate and Category Anheuser-Busch Corporate and Category Management Vision & Mission StatementsManagement Vision & Mission Statements 4 Something Old and Something New Consumer Behavior Competitive Environment Category Goals Category ManagementCategory Management Category Management Takes Your Traditional Retail Category Management Takes Your Traditional Retail Activities and Funnels Them Through Overall StrategyActivities and Funnels Them Through Overall Strategy Product Mix Promotional PlanRetail Pricing Merchandising Space Management Category Management Program Category Management Program 5 Consumer Equity = Retailer Equity plus Brand Equity Category ManagementCategory Management The Overall Purpose of Category Management The Overall Purpose of Category Management Building Consumer Equity Building Consumer Equity Consumer Manufacturer Brand Equity Retailer Equity Category Management A-B Category Management ProcessA-B Category Management Process Understand retailer goals, objectives and current market position Uncover opportunities and provide solutions Communication and tracking The Anheuser-Busch Category Management The Anheuser-Busch Category Management Process Consists of Three Major StepsProcess Consists of Three Major Steps Scorecard / Measure Results Uncover Opportunities/Provide Solutions Assortment/Space Assessment & Solutions Promotion Assessment & Solutions Behind each process step, are the traditional industry Best Practices, along with modifications designed to meet specific needs of the Beer Category. Communication & Tracking Pricing Assessment & Recommendations Category Assessment Industry Consumer/Shopper Market/Retailer Definition Profile, Category Roles & Strategies S.W.O.T. In-Store Review A-B Category Management ProcessA-B Category Management Process Understanding Retailer Goals, Objectives and Current Market Position Communicate and Execute Category Plan Before any Category Management work starts, there are many Step I questions that must be addressed, such as: uFrom a consumer perspective, how is the Beer Category defined? uWhat is the retailers overall corporate mission and strategy, and how important is beer to the retailer? uWhat is the key role of the Beer Category? uWhat are the current in-store conditions? uWhat are the retailers Strengths, Weaknesses, Opportunities, & Threats (SWOT)? Definition Profile, Category Roles & Strategies S.W.O.T. In-Store Review A-B Category Management ProcessA-B Category Management Process I. Understanding Retailer Goals, Objectives and Current Market Position I. Understanding Retailer Goals, Objectives and Current Market Position A-B Category Management ProcessStep IA-B Category Management ProcessStep I Profile, Category Roles & Strategies DefinitionS.W.O.T. In-Store Review The S.W.O.T. concept may be simple, but at Anheuser-Busch, weve found this technique to be a very effective way to tap the knowledge and insights of all focused on your objectives AB Resources HQ Field Wholesaler Retailer Resources HQ Div Offices District Stores Retailer Goals & Objectives SWOT is Old Fashioned Yet EffectiveSWOT is Old Fashioned Yet Effective The S.W.O.T. process, not typically found in industry Category Management practices, allows all partners to concentrate on key factors to insure success in achieving your overall Goals & Objectives Strengths Weaknesses Opportunities and Threats Merchandising Display & Ad / Features Space Management Pricing Market Level S.W.O.T.s Focus on Identifying Market Level S.W.O.T.s Focus on Identifying Opportunities in the Areas of Merchandising, Opportunities in the Areas of Merchandising, Operations and Market PositioningOperations and Market Positioning Market LevelMarket Level Market Positioning Competition Store 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