品类管理流程(英语版)(1)
对品类管理的八个流程的分析
对品类管理的八个流程的分析英文回答：Eight Steps of Category Management.1. Define the Category: Identify the scope, boundaries, and key characteristics of the category.2. Analyze the Category: Gather and interpret data on market size, growth potential, competitive landscape, and consumer trends.3. Develop Category Strategy: Establish objectives, identify target consumers, determine product and service offerings, and define pricing and promotion strategies.4. Plan Category Assortment: Optimize the product mix based on consumer demand, profit margin, and category dynamics.5. Manage Category Space: Allocate shelf space and planograms to maximize visibility, accessibility, and sales.6. Optimize Category Marketing: Develop and execute marketing campaigns tailored to the target audience and category strategy.7. Monitor and Evaluate Category Performance: Track key metrics, analyze results, and make adjustments to the category management plan.8. Collaborate with Suppliers: Establish partnerships with suppliers to ensure product availability, promotional support, and innovation.中文回答：品类管理的八个流程。
Category Management(品类管理)
品类管理概要ECR●ECR—高效率之消费者回应，指在货品的流转过程中，零售商和供应商改变传统的合作关系，通过结成合作同盟，提高供应链效率，减少不必要的系统成本、库存和固定资产，增加消费者对高品质产品选择。
●实现ECR可以从两个方面入手，1）通过购物者/消费者研究来了解消费者的需要，最终提升提供给消费者的总体价值；2）通过实施效率策略，减少不必要之系统成本来达到提升给消费者的总体价值，这一系列的效率策略包括品牌优化管理、推广管理、补充库存管理、新产品引进管理等四个内容。
品类管理●品类管理是通过零售商与制造商共同合作，将每一品类视为一个单一之策略性事业单位来经营；透过致力于创造产品之更高消费者价值来创造出更佳的经营成果的流程。
品类管理从分析数据开始，找到发展品类生意的机会，从而制订相应的品类策略和具体战术。
品类管理是实现ECR的一个重要工具。
●品类管理是零售商和供应商通过：1）互通信息和共享资源；2）共同参与管理商品品类生意的过程。
●零售商实现品类管理的基础是首先进行品牌优化选择和货架优化管理。
品牌优化（Assorment）是指在该品类上为消费者/购物者提供最佳的产品组合。
货架优化管理是指如何进行产品摆放和分配陈列空间，以满足购物者需要和取得最大销售回报。
品牌优化原则●销量选择原则—分析和比较店内销售数据和市场销售数据，找到销量表现好的产品；●角色定位原则—根据商店定位的目标消费者和购物者群来确定产品款式。
货架摆放原则考虑的因素：1）购物者购物行为；2）品类和各种品牌的角色；3）货架种类；4）走廊与客流方向；5）横/纵向产品摆放影响货架空间分配原则公平货架原则：以销量份额决定货架的空间分配，以避免脱销和减少过多库存，最大限度地利用货架资源。
背景今天，中国零售业正在以迅猛的态势向前发展，新的零售模式、零售思想和营销策略也在不断出现；消费者也在发生着变化，人们总是期望在短时间内就可以购买得到高品质的产品，并且不断追逐着更多消费价值；与此同时，激烈的市场竞争促使零售商迫切寻找更崭新的零售思想和更高效的零售模式和营销策略，以取得更大的市场竞争优势。
品类管理流程(英文版)
•Process
What is a Category?
A distinct, manageable group of products/services that CONSUMERS perceive to be interrelated and/or substitutable in satisfying their need(s).
品类管理流程(英文版)
Road Map
•Define Category Management
•Category Management as a Business
Process
•Category Management
Issues
PPT文档演模板
品类管理流程(英文版)
Category Management as a Business Process.
•Process
What is a Category?
A distinct, manageable group of products/services that CONSUMERS perceive to be interrelated and/or substitutable in satisfying their need(s).
l Describe Category Management as a Business Process
l Discuss Critical Issues Related to Successfully Developing a Category Management System
PPT文档演模板
品类管理流程(英文版)
PPT文档演模板
品类管理流程(英文版)
•Defining a Category by Usage Segment
ECR_品类管理 (PPTminimizer)
达到 消 费 者/ 购 买 者 的 需 要
了解 消费者来提高销售
•消费者研究 •购物者研究
协调供应
提 高 需求
4 种ECR 策略
策略
高效率之品牌优化
目标
提高品牌生产力及 善用商店货架空间 减 低 库 存 补充 需 要 的 时间及成本 提升客户及消费者推广 的整体效果及效率 增强新产品的推广及 发展活动
2.2.1 品类的定义
* 一切能带给消费者头发内在及外在护理之产品。 品类 管理 —— 分支品类 : (80%) 洗发水 2.概念 * * 护发素 (10%)
* 头发定型产品 (10% )
头部护理:
2.2.1 品类定义 –以消费者购物习惯为基础的品类定义
品类 管理 —— 2.概念
第一层 单品类定义 基于消费者购物决策树的品类定义
ECR 重 配合新店的开 供应链优化、品类 张、新品推出、管理、行业标准、 点
建立合作关系 信息共享、交易电 子化
分销中心 供应商
厂家
零 售 商、分 销 商
零 售商 店
消费者
XYZ
假 设 在10 个 工 序 中 每 道 工 序 完 成 率 为 90% , 那 么 整 个 连 锁 工 序 完 成 率 为90%吗?
2.1 零 售 商 的 策 略-目标消费者
品类 管理 —— 2.概念
目标消费者
品类管理之角色
传统关系
品类 管理 —— 2.概念
集中在购买而不在销售
零售商 分销商
谈判 折扣
生产商
品类管理之角色
优化管理
品类 管理 —— 2.概念
零
品种优化
品类 管理 • 商场的资源有限，不可能经营所有市面上 —— 的 产品； • 商场因其所处位置，面积，目标消费群等 2.概念
国外品类管理的案例(英文)共13页文档
The Foundation of Anheuser-Busch Category Management Initiatives
2
Anheuser-Busch Team Resources
Sales Director/ Team Leader
information in the industry, enabling our team to make better business decisions. Execution…we have the finest wholesaler system in the industry, capable of
IRI, Spectra & ACNielsen On-Sites
Information Technology
Cross Functional Department Managers
Business Analysts
Category Managers
Electronic Commerce
Category Space Manager
An Anheuser-Busch Team, Ready to Address Your Beer Category Needs
Anheuser-Busch Vision & Mission
To Be the First Choice of Customers Everywhere
Vision
Through all of our products, services and relationships, we will add to life’s enjoyment.
Material And Goods Management物料管理程序(中英文)
目的1.1 To establish management procedure for materials and goods, including receipt, issuing/deliveryand storage process建立物料管理程序，包括物料的收发存。
1.2 To standardize warehouse operation and make sure inventory accuracy。
规范仓库作业，保障库存准确度。
2.0 SCOPE 范围2.1 This procedure could be applied to all material and goods in plant, including raw material,package material, spared parts and consumable material , scraped material, semi-finished-goods and finished-goods, but excluding fixed assets, office stationary consumable for laborprotection and facility or soft ware for IT本程序适用于工厂所有物料•，包括原材料•，包装材料•，消耗性材料•，废料•，半成品，及成品，但不包含固定资产，办公用品，劳保用品及信息设施软件。
3.1 DEFINITIONS 定义No无3.2 REFERENCE DOCUMENTS 参考文件4.1 PD-S5-01 Product Monitoring and Measurement Procedure 产品监视与测量程序4.2 PD-S6-01 Nonconforming Product Control Procedure 不合格品控制程序4.3 PD-C4-01 Planning Management Procedure 计划管理程序5.0 RECORDS 记录5.1 FN-LG-01 Finished goods Shipment Form 销货单5.2 FN-LG-07 Make Order 生产工单5.3 FN-LG-05 Material Issue Form 领淞1 单6.0 RESPONSIBILITY 职责6.1 Warehouse is responsible for material and goods receiving, issuing/transfer,storage, andhighlight abnormal material in warehouse仓库负责物料的收，发，存，以及异常物料的提报。
产品组合管理流程
产品组合管理流程（中英文实用版）Title: Product Portfolio Management Process产品组合管理流程是企业战略管理的重要组成部分，旨在通过对产品线的合理规划和优化，实现资源的最优配置和业务价值的最大化。
Product portfolio management process is a crucial part of corporate strategic management, aiming to achieve optimal resource allocation and maximum business value through reasonable planning and optimization of product lines.首先，在产品组合管理流程的初期，需要进行市场调研和需求分析，以确保产品能够满足市场的需求和期望。
Firstly, in the initial stage of the product portfolio management process, market research and demand analysis are needed to ensure that the products can meet market needs and expectations.随后，企业需要对产品进行规划和设计，以确定产品的特性和功能，同时考虑成本和利润等因素。
Subsequently, enterprises need to plan and design products to determine their characteristics and functions, while considering factors such as cost and profit.在产品组合管理流程的实施阶段，企业需要对产品进行生产、推广和销售，以确保产品的市场占有率和销售额。
国外品类管理的案例(英文)-13页PPT文档资料
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…
Assortment/Space Assessment & Solutions
Pricing Assessment & Recommendations
Promotion Assessment & Solutions
Communication & Tracking
Communicate and Execute Category Plan
Profile, Category Roles
& Strategies
In-Store Review
S.W.O.T.
Uncover Opportunities/Provide Solutions
Category Assessment • Industry • Consumer/Shopper • Market/Retailer
beer category sales and profits. Best of Class Category Management Process…our team will work with you to
deliver results through industry leading category management practices. Data Resources and Insights…we have invested in the best consumer
产品生命周期管理规定流程图英语
产品生命周期管理规定流程图英语Product Lifecycle Management (PLM) is a systematic approach to managing a product throughout its lifecycle, from conception to disposal. PLM helps companies streamline and optimize their product development process, reduce time to market, improve product quality, and maximize customer satisfaction. To effectively manage a product lifecycle, companies must adhere to a set of defined processes and procedures. In this article, we will outline the key steps involved in product lifecycle management and provide a detailed flowchart to illustrate the process.1. Product ConceptualizationThe product lifecycle management process begins with the conceptualization phase, where the product idea is generated and evaluated. This involves market research, competitive analysis, and customer feedback to identify market needs and opportunities. During this phase, the product concept is refined, and a business case is developed to justify investment in product development.2. Product Design and DevelopmentOnce the product concept is approved, the design and development phase begins. This phase involves creating detailed product specifications, engineering drawings, prototypes, and testing the product for functionality and performance. Design and development teams work closely together to ensure that the product meets quality standards and regulatory requirements.3. Product Testing and ValidationAfter the product design is finalized, it undergoes rigorous testing and validation to ensure that it meets customer expectations and regulatory standards. This phase involves product testing, usability testing, and validation testing to identify any defects or issues that need to be addressed before the product is launched.4. Product LaunchOnce the product is tested and validated, it is ready for launch. The product launch phase involves creating marketing materials, setting pricing strategies, training sales teams, and preparing distribution channels. Companies may also conduct a soft launch or beta testing to gather feedback from early adopters before a full-scale launch.5. Product CommercializationAfter the product is launched, the commercialization phase begins. This phase involves monitoring product performance, collecting customer feedback, and making continuous improvements to the product. Companies may also introduce product variants or updates to extend the product's lifecycle and maximize revenue potential.6. Product End of LifeAs a product reaches the end of its lifecycle, companies must plan for its discontinuation and disposal. This phase involves phasing out the product from the market, managing excess inventory, and disposing of the product in an environmentally responsible manner. Companies may also offer product buyback or recycling programs to minimize waste and promote sustainability.Product Lifecycle Management Flowchart:Below is a detailed flowchart illustrating the key steps involved in product lifecycle management:[Insert flowchart here]In conclusion, product lifecycle management is essential for companies to effectively manage their products from conception to disposal. By following a standardized process and adhering todefined procedures, companies can streamline their product development process, reduce time to market, improve product quality, and maximize customer satisfaction. Product lifecycle management not only helps companies bring innovative products to market but also ensures sustainability and responsible disposal of products at the end of their lifecycle.。
国外品类管理案例(英文)
Six Core Elements of Anheuser-Busch’s Category Management Program...
Focused Resources…a sales team focused on your business needs. Objectivity…we will focus on your goals and your shopper’s needs, driving total beer category sales and profits. Best of Class Category Management Process…our team will work with you to deliver results through industry leading category management practices. Data Resources and Insights…we have invested in the best consumer information in the industry, enabling our team to make better business decisions. Execution…we have the finest wholesaler system in the industry, capable of executing category plans at store level, better than any other supplier.
Category Management Vision & Mission
《品类管理流程英文》课件
Inventory management
Establish a scientific inventory management system to ensure reasonable inventory levels and avoid backlogs and shortages.
PPT courseware for category management process in
IntroductionOverview of Category ManagementCategory management processCategory Management Tools and TechnologiesCase analysis of category managementSummary and Outlook
Based on category strategy, adjust the organizational structure to ensure collaborative work among departments.
Marketing activity planning and execution
Establish cooperative relationships with suppliers to ensure the stability and cost-effectiveness of category supply.
Organizational structure adjustment
品类管理实施流程详解(中文word)
品类管理实施流程详解1997年初，品类管理概念被引入中国，但并未引起太大的波澜。
现在，在中国连锁经营协会及大批行业专家等的共同推动下，品类管理概念正逐步深入人心。
在过去的一年中，较有规模的零售商纷纷成立品类管理小组，或指派专人负责品类管理工作。
为顺应这一趋势，领导性的供应商也不断提升销售人员在品类管理操作上的能力。
在上述过程中，如何让品类管理从理论变成实践？在实践中应注意些什么问题呢？这是目前零售商以及供应商所更加关注的。
品类管理是ECR（高效消费者回应）的重要策略之一，是挖掘顾客需求、使店内资源应用最大化的主要手段。
品类管理可以被简单理解为“核心的零售管理”——因为它涵盖了采购部和运作部（主要指门店）的主要工作内容，甚至还涉及到人事管理，如品类经理的设置。
从实施的角度来讲，品类管理就是充分地利用数据进行更好的决策。
所以，品类管理并不高深莫测，它是从我们日常零售运作中提升出来的科学的、系统的零售管理方法。
通常来讲，品类管理需要经过8个步骤（图1）。
从“品类定义”到“品类策略”，这几个步骤相对稳定，一般半年到一年才回顾一次；而我们日常的工作，如产品选择、产品陈列、助销支持、促销、定价等属品类战术部分，随时都可能变化。
但是，无论如何变化，一定要确保我们战略性的销售决策在战术中得到体现。
例如：本年度口腔护理品类的策略是提高客单价，我们在产品选择时就要注意引进或加强高价值的产品或大包装的产品，促销时也要侧重于这类产品。
如果我们盲目地跟进竞争对手，我们的战术就会偏离我们的策略，丧失自主性。
高层达成一致有人说，品类管理不只是一次改革，而是一场变革——它打破的不仅是目前的运作方式，它还改变了各方的平衡关系。
因此，它绝不能只依赖于（零售商或供应商销售部门）中层干部的力量，只有企业高层的参与，才能使品类管理获得成功。
对供应商来讲，品类管理要求其营销部门从“单纯地考虑品牌”进步到“全面地分析品类”，也就是说：不仅要考虑自家几个单品，还要顾及自己品牌所处的品类的状况——这需要增加品类的市场知识，深入了解品类购物者，进而涉及在人员方面的投入等。
品类管理流程英文(ppt 38页)
Discuss Critical Issues Related to Successfully Developing a Category Management System
Bringing Better Value to the Consumer is the Primary Focus of Category Management.
Category Definition - critical in determining the products that make up the category and in establishing the segmentation strategy.
Process
What is a Category?
Helps Manufacturers Position themselves as category captains for retailers Become an indispensable resource for the retailer Enhance brand profits
CATEGORY MANAGEMENT
Session Objectives: Define Category Management
Category Management
Process
Category Management
Issues
Define Category Management (CM)
Possible Category Roles:
Destination Convenience Routine Seasonal/Occasional
餐饮业库管工作流程
餐饮业库管工作流程英文回答：Inventory Management Workflow for the Food and Beverage Industry.1. Receiving.Receive food and beverage deliveries from suppliers.Inspect items for damage or spoilage.Count and verify quantities received against purchase orders.Enter received items into inventory management system.2. Storage.Store items in designated areas based on type,freshness, and temperature requirements.Maintain inventory levels to optimize availability and minimize waste.Use FIFO (first-in, first-out) method to ensure freshness.3. Issuing.Issue food and beverage items to the kitchen, dining room, or other departments as needed.Track quantities issued to ensure accountability and prevent overstocking.Maintain accurate inventory records to facilitate tracking and reporting.4. Replenishment.Monitor inventory levels and place purchase orders foritems when stock falls below reorder points.Track purchase orders and receive notifications when items are received.Adjust inventory levels based on incoming deliveries.5. Inventory Control.Conduct regular inventory audits to verify accuracy.Identify discrepancies between physical inventory and system records.Implement corrective actions to resolve any discrepancies.Use inventory management software to automate processes and improve efficiency.6. End-of-Period Reporting.Generate inventory reports at the end of each period (e.g., month or quarter).Provide detailed information on inventory levels, usage, and costs.Use reports to identify trends, optimize purchasing, and reduce waste.7. Sanitation and Safety.Maintain a clean and sanitary storage area.Follow proper food safety protocols to prevent contamination.Regularly inspect and calibrate equipment used in inventory management.中文回答：餐饮业库管工作流程。
品类管理流程(英语版)(1)
PPT文档演模板
品类管理流程(英语版)(1)
•Defining a Category by Usage Segment
•Process
•Lemon Juice Segmentation:
•Refrigerated
•Juices & drinks
•Shelf stable
•Glass/Plastic
PPT文档演模板
品类管理流程(英语版)(1)
Category Definition - critical in determining the products that make up the category and in establishing the segmentation strategy.
•Process
What is a Category?
A distinct, manageable group of products/services that CONSUMERS perceive to be interrelated and/or substitutable in satisfying their need(s).
•Supplier
•Distributor
•Retail •Store
•Consumer •Household
•Smooth, continual product flow matched to consumption
PPT文档演模板
品类管理流程(英语版)(1)
•Category Management is at the at the core of ECR. CM provides a process & framework for collaboration.
品类管理流程(1)
Total Dollar Sales - Columbus Market $1,000,000
Total Dollar Sales - Kroger Columbus
$150,000
Kroger Market Share - Total Groceries
20%
Kroger Market Share - Candy
What is Category Management?
Definition
Information Technology
Enablers
Scorecard
Core
Strategy &
Business Process
Organization Capabilities
Enablers
Collaborative Relationships
Aseptic
Ready to Serve Concentrate
Category
Sub-Category Segment
Sub-Segment
Source: Borden, Inc.
Category Role (or purpose) defines
Process
how the consumer views the category.
15%
Gap (%) Gap ($)
5% $50,000
Source: Borden, Inc.
Process
Key Questions in Conducting a Category Assessment
Who is my target customer? How important is this
运营管理餐饮厨房流程(英文版)
The service processes of Pin Wei Zhai
• Third----Presenting menu allows customers to order by themselves, then they will serve the dishes With the fastest speed.
• 1、 Analysis menu • 2、 Determine the cooking sequence （顺序） • 3、 Commis Chef dishes • 4、 Cook a dish • 5、 Dishes on the table
Technological Process
• 1.1 Sorting dishes, divided into vegetable dishes, cooking, soup and main dishes.
• Finally----The waitress clear the table, and be ready for the next batch of customers.
The kitchen operation process -process bottleneck
Cooking in the catering operation, accounting for about 60% of the time
Centralized personnel in accordance with the analysis of the menu to determine the order to complete the corresponding dishes, reducing the waiting time
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Bringing Better Value to the Consumer is the Primary Focus of Category Management.
What is Category Management?
Definition
Information Technology
Enablers
Scorecard
Core
Strategy &
Business Process
Organization Capabilities
Enablers
Collaborative Relationships
15%
Gap (%) Gap ($)
5% $50,000
Source: Borden, Inc.
Process
Key Questions in Conducting a Category Assessment
Who is my target customer? How important is this
How does defining a category help? Produces better retailer/manufacturer alignment with the consumer Creates better manufacturer-retailer alignment Gives new perspectives on how to view a product and/or category
Auto Industry - GM Pontiac & Ford
Service Industry Phone Service Financial Services/Banks
The ECR System
Definition
Timely, accurate, paperless information flow
Definition
“A Retailer-Supplier process of managing categories as Strategic Business Units, producing improved sales and profit results by focusing on satisfying consumer needs and delivering consumer value.”
Define Category Management
Category Management as a Business
Process
Category Management
Issues
Category Management as a Business Process.
Process
Category Review
Category Definition Category Role
Category Assessment Category Scorecard Category Strategies
Category Tactics
Plan Implementation
Source: The Partnering Group
Destination Convenience Routine Seasonal/Occasional
Category Assessment
Process
Category Assessment involves conducting a complete analysis of the category by investigating it’s sub-categories, user-segments, brands, and SKUs. Such an analysis must be based on current consumer, distributor, supplier and market information.
Why is it beneficial for Retailers and
Definition
Manufacturers to Invest in Category Management?
Helps Retailers Define customer needs Determine strategic issues Enhance category and store profits
CATEGORY MANAGEMENT
Session Objectives: Define Category Management
Category Management
Process
Category Management
Issues
Define Category Management (CM)
Describe Category Management as a Business Process
Total Dollar Sales - Columbus Market $1,000,000
Total Dollar Sales - Kroger Columbus
$150,000
Kroger Market Share - Total Groceries
20%
Kroger Market Share - Candy
A distinct, manageable group of products/services that CONSUMERS perceive to be interrelated and/or substitutable in satisfying their need(s).
Category Definition - critical in determining the products that make up the category and in establishing the segmentation strategy.
Process
What is a Category? A distinct, manageable group of products/services that CONSUMERS perceive to be interrelated and/or substitutable in satisfying their need(s).
category to that customer? What are the category trends?
volume, share, profits?
What are the key product segments?
What are the least and most important SKUs?
Helps Manufacturers Position themselves as category captains for retailers Become an indispensable resource for the retailer Enhance brand profits
Road Map
- NOT Sales or Gross Margin
SKILLS NEEDED TO BUILD BUSIORY MANAGEMENT
Data analysis and technical mastery Shopper and consumer understanding Strategy development Financial and logistics expertise Innovation Total Systems Focus
Definition
Efficient New Product Development
Efficient
CATEGORY Efficient
Replenishment MANAGEMENT Promotion
Efficient Stor e Assortment
Category Management as a Business Process is comprised of interrelated components both within and outside of the organization.
CATEGORY MANAGEMENT: HOW IS IT DIFFERENT?
Definition
Category/Brand/SKU Management under one Decision Maker
Consumer-Focused Strategies Data-based Decision Making Proactive Business Planning Collaborative Work Process Manage Category As Business Unit Focused on Category ROI
Why is it beneficial for Retailers and
Definition
Manufacturers to Invest in Category Management?
Helps Retailers Define customer needs Determine strategic issues Enhance category and store profits
Defining a Category by Usage Segment
Process
Lemon Juice Segmentation: