联合利华产品管理流程

Modern Trade Academy
Objectives of the Case Study
Understand the Category Management Model.
Understand the linkage between the Steps in the Model by working through Cat Man Process.
Conventional Concentrate Heavy Duty Liquid Light Duty Liquid
© Unilever Modern Trade Academy (EAP & CBG) 2001 Ref: A.P.Langridge
Modern Trade Academy
Case Study Focus - Fabrics Concentrate
© Unilever Modern Trade Academy (EAP & CBG) 2001 Ref: A.P.Langridge
Modern Trade Academy
International Category Management Model
Review
Definition Role
Assesment Scorecard Strategies
Category Definition
Category Role
(These are generally agreed by Supplier & Retailer management in advance.)
© Unilever Modern Trade Academy (EAP & CBG) 2001 Ref: A.P.Langridge
Tactics Implementation
Assortment Pricing
Promotion Shelving
© Unilever Modern Trade Academy (EAP & CBG) 2001 Ref: A.P.Langridge
Modern Trade Academy
Handout Material - Pages 3 & 4
Category Assessment Modern Trade Academy What is the current performance of the Category and Segments? How does the performance compare to the Market? What are the Opportunities for Improvement?
Case Study Agenda Modern Trade Academy Objectives of the Case Study Category Management Model Work through the Cat Man Process, (Scorecard & Tactics) Write a Category Plan © Unilever Modern Trade Academy (EAP & CBG) 2001 Ref: A.P.Langridge
Conventional
Fabrics Care
Fabrics Cleanser
FabricsConditioner
Bleach Pretreater
Main Wash
Concentrate
Delicate Wa来自百度文库h
Rinse Softener Ironing Aids Normal Color Cleanser
This Case Study Modern Trade Academy Is the International Process. Is based on real SKU’s and market, but Data detail is changed for confidentiality.
Modern Trade Academy
Category Management Case Study
Based on ECR Taiwan
Category Management Pilot Project
© Unilever Modern Trade Academy (EAP & CBG) 2001 Ref: A.P.Langridge
Heavy Duty Liquid Light Duty Liquid
© Unilever Modern Trade Academy (EAP & CBG) 2001 Ref: A.P.Langridge
Category Role Modern Trade Academy
Signature /Destination Priority Basic / Routine Occasional/Seasonal Fill-in / Convenience
The Category is Priority because of it’s importance to Sales and Profit, plus it’s competitive importance.
© Unilever Modern Trade Academy (EAP & CBG) 2001 Ref: A.P.Langridge
Understand Practical Application of Category Management by Agreeing a Category Plan.
© Unilever Modern Trade Academy (EAP & CBG) 2001 Ref: A.P.Langridge
Modern Trade Academy
Category Definition & Structure
Fabric Care
Fabrics Cleanser
Fabrics Care
FabricsConditioner
Bleach
Pretreater
Main Wash
Delicate Wash
Rinse Softener Ironing Aids Normal Color Cleanser