category management process.ppt

CategoryManagementOverview,天马行空官方博客：,2,SixCoreElementsofAnheuser-BuschsCategoryManagementProgram.,FocusedResourcesasalesteamfocusedonyourbusinessneeds.Objectivitywewillfocusonyourgoalsandyourshoppersneeds,drivingtotalbeercategorysalesandprofits.BestofClassCategoryManagementProcessourteamwillworkwithyoutodeliverresultsthroughindustryleadingcategorymanagementpractices.DataResourcesandInsightswehaveinvestedinthebestconsumerinformationintheindustry,enablingourteamtomakebetterbusinessdecisions.Executionwehavethefinestwholesalersystemintheindustry,capableofexecutingcategoryplansatstorelevel,betterthananyothersupplier.BusinessResultswewillfocusoninnovationtodeliver“breakthroughresults”fortheentirebeercategory.,TheFoundationofAnheuser-BuschCategoryManagementInitiatives,Anheuser-BuschTeamResources,AnAnheuser-BuschTeam,ReadytoAddressYourBeerCategoryNeeds,RetailCustomers,RetailMarketing,WholesalerOrganization,InformationTechnology,CategorySpaceManager,IRI,Spectraenrichandentertainaglobalaudience;deliversuperiorreturnstoourshareholders.,CategoryManagementVision&MissionTobethemostsoughtafterinternalandexternalretailindustryconsultantbyexceedingcustomerneedsandexpectations.Createcustomer/consumersatisfactionthatbuildscustomerloyalty.,Anheuser-BuschCorporateandCategoryManagementVision&MissionStatements,5,SomethingOldandSomethingNew,ConsumerBehavior,CompetitiveEnvironment,CategoryGoals,CategoryManagement,CategoryManagementTakesYourTraditionalRetailActivitiesandFunnelsThemThroughOverallStrategy,ProductMix,PromotionalPlan,RetailPricing,MerchandisingSpaceManagement,CategoryManagementProgram,ConsumerEquity=RetailerEquityplusBrandEquity,CategoryManagement,TheOverallPurposeofCategoryManagementBuildingConsumerEquity,Consumer,ManufacturerBrandEquity,RetailerEquity,CategoryManagement,A-BCategoryManagementProcess,Understandretailergoals,objectivesandcurrentmarketpositionUncoveropportunitiesandprovidesolutionsCommunicationandtracking,TheAnheuser-BuschCategoryManagementProcessConsistsofThreeMajorSteps,Scorecard/MeasureResults,UncoverOpportunities/ProvideSolutions,Assortment/SpaceAssessment&Solutions,Behindeachprocessstep,arethetraditionalindustryBestPractices,alongwithmodificationsdesignedtomeetspecificneedsoftheBeerCategory.,Communication&Tracking,PricingAssessment&Recommendations,Definition,Profile,CategoryRoles&Strategies,S.W.O.T.,In-StoreReview,A-BCategoryManagementProcess,UnderstandingRetailerGoals,ObjectivesandCurrentMarketPosition,CommunicateandExecuteCategoryPlan,BeforeanyCategoryManagementworkstarts,therearemanyStepIquestionsthatmustbeaddressed,suchas:Fromaconsumerperspective,howistheBeerCategorydefined?Whatistheretailersoverallcorporatemissionandstrategy,andhowimportantisbeertotheretailer?WhatisthekeyroleoftheBeerCategory?Whatarethecurrentin-storeconditions?WhataretheretailersStrengths,Weaknesses,Opportunities,&Threats(SWOT)?,A-BCategoryManagementProcess,I.UnderstandingRetailerGoals,ObjectivesandCurrentMarketPosition,I.UnderstandingRetailerGoals,ObjectivesandCurrentMarketPosition,A-BCategoryManagementProcessStepI,TheS.W.O.T.conceptmaybesimple,butatAnheuser-Busch,wevefoundthistechniquetobeaveryeffectivewaytotaptheknowledgeandinsightsofallfocusedonyourobjectives,ABResourcesHQFieldWholesaler,RetailerResourcesHQDivOfficesDistrictStores,RetailerGoals&Objectives,SWOTisOldFashionedYetEffective,TheS.W.O.T.process,nottypicallyfoundinindustryCategoryManagementpractices,allowsallpartnerstoconcentrateonkeyfactorstoinsuresuccessinachievingyouroverallGoals&Objectives,12,StrengthsWeaknessesOpportunitiesandThreats,MerchandisingDisplay&Ad/FeaturesSpaceManagementPricing,MarketLevelS.W.O.T.sFocusonIde