品类管理流程[1]
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品类管理流程
PPT文档演模板
2020/11/8
品类管理流程[1]
Session Objectives: •Define Category Management
•Category Management
ProcessΒιβλιοθήκη Baidu
•Category Management
Issues
l Define Category Management (CM)
•Category Management as a Business Process is comprised of interrelated components both within and outside of the organization.
•Definition
•What is Category Management?
Bringing Better Value to the Consumer is the Primary Focus of Category Management.
•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.”
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).
PPT文档演模板
品类管理流程[1]
•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
品类管理流程[1]
•Key Questions in Conducting a •Category Assessment
•Process
Who is my target customer?
• 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
•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.
•Source: ECR Best Practices Report
PPT文档演模板
品类管理流程[1]
Category Management has expanding into durable goods and services.
•Definition
Is Category Management just for the grocer? Durable Goods
品类管理流程[1]
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[1]
Category Management as a Business Process.
Auto Industry - GM Pontiac & Ford
Service Industry Phone Service Financial Services/Banks
PPT文档演模板
品类管理流程[1]
The ECR System
•Definition
•Timely, accurate, paperless information flow
PPT文档演模板
品类管理流程[1]
•Defining a Category by Usage Segment
•Process
•Lemon Juice Segmentation:
•Refrigerated
•Juices & drinks
•Shelf stable
•Glass/Plastic
•Frozen
品类管理•S流o程urc[1e]: The Partnering Group
Category Definition - critical in determining the products that make up the category and in establishing the segmentation strategy.
品类管理流程[1]
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
•Information •Technology
•Enablers
•Scorecard
•Core
•Strategy •&
•Business Process
•Organization •Capabilities
•Enablers
•Collaborative •Relationships
PPT文档演模板
•Helps Manufacturers Position themselves as category captains for retailers Become an indispensable resource for the retailer Enhance brand profits
PPT文档演模板
- NOT Sales or Gross Margin
PPT文档演模板
品类管理流程[1]
SKILLS NEEDED TO BUILD BUSINESS •Definition THROUGH CATEGORY MANAGEMENT
Data analysis and technical mastery Shopper and consumer understanding Strategy development Financial and logistics expertise Innovation Total Systems Focus
•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).
•Definition
•Efficient New Product Development
•Efficient
•CATEGORY •Efficient
Replenishment •MANAGEMENT Promotion
•Efficient Stor e Assortment
PPT文档演模板
品类管理流程[1]
PPT文档演模板
品类管理流程[1]
Category Definition - critical in determining the products that make up the category and in establishing the segmentation strategy.
•Process
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[1]
•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[1]
•Category Management is at the at the core of ECR. CM provides a process & framework for collaboration.
•Process
PPT文档演模板
•Category Review
•Category Definition
•Category Role
•Category Assessment •Category Scorecard •Category Strategies
•Category Tactics
•Plan Implementation
PPT文档演模板
品类管理流程[1]
•One example might be identifying the gap between the current sales and the potential sales of a category.
•Process
PPT文档演模板
•Source: Borden, Inc.
PPT文档演模板
品类管理流程[1]
•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
•Process
how the consumer views the category.
•Possible Category Roles:
Destination Convenience Routine Seasonal/Occasional
PPT文档演模板
品类管理流程[1]
•Category Assessment
•Aseptic
•Ready to Serve •Concentrate
•Category
PPT文档演模板
Sub-Category
Segment Sub-Segment
品类管理流程•[1S]ource: Borden, Inc.
•Category Role (or purpose) defines
PPT文档演模板
2020/11/8
品类管理流程[1]
Session Objectives: •Define Category Management
•Category Management
ProcessΒιβλιοθήκη Baidu
•Category Management
Issues
l Define Category Management (CM)
•Category Management as a Business Process is comprised of interrelated components both within and outside of the organization.
•Definition
•What is Category Management?
Bringing Better Value to the Consumer is the Primary Focus of Category Management.
•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.”
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).
PPT文档演模板
品类管理流程[1]
•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
品类管理流程[1]
•Key Questions in Conducting a •Category Assessment
•Process
Who is my target customer?
• 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
•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.
•Source: ECR Best Practices Report
PPT文档演模板
品类管理流程[1]
Category Management has expanding into durable goods and services.
•Definition
Is Category Management just for the grocer? Durable Goods
品类管理流程[1]
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[1]
Category Management as a Business Process.
Auto Industry - GM Pontiac & Ford
Service Industry Phone Service Financial Services/Banks
PPT文档演模板
品类管理流程[1]
The ECR System
•Definition
•Timely, accurate, paperless information flow
PPT文档演模板
品类管理流程[1]
•Defining a Category by Usage Segment
•Process
•Lemon Juice Segmentation:
•Refrigerated
•Juices & drinks
•Shelf stable
•Glass/Plastic
•Frozen
品类管理•S流o程urc[1e]: The Partnering Group
Category Definition - critical in determining the products that make up the category and in establishing the segmentation strategy.
品类管理流程[1]
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
•Information •Technology
•Enablers
•Scorecard
•Core
•Strategy •&
•Business Process
•Organization •Capabilities
•Enablers
•Collaborative •Relationships
PPT文档演模板
•Helps Manufacturers Position themselves as category captains for retailers Become an indispensable resource for the retailer Enhance brand profits
PPT文档演模板
- NOT Sales or Gross Margin
PPT文档演模板
品类管理流程[1]
SKILLS NEEDED TO BUILD BUSINESS •Definition THROUGH CATEGORY MANAGEMENT
Data analysis and technical mastery Shopper and consumer understanding Strategy development Financial and logistics expertise Innovation Total Systems Focus
•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).
•Definition
•Efficient New Product Development
•Efficient
•CATEGORY •Efficient
Replenishment •MANAGEMENT Promotion
•Efficient Stor e Assortment
PPT文档演模板
品类管理流程[1]
PPT文档演模板
品类管理流程[1]
Category Definition - critical in determining the products that make up the category and in establishing the segmentation strategy.
•Process
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[1]
•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[1]
•Category Management is at the at the core of ECR. CM provides a process & framework for collaboration.
•Process
PPT文档演模板
•Category Review
•Category Definition
•Category Role
•Category Assessment •Category Scorecard •Category Strategies
•Category Tactics
•Plan Implementation
PPT文档演模板
品类管理流程[1]
•One example might be identifying the gap between the current sales and the potential sales of a category.
•Process
PPT文档演模板
•Source: Borden, Inc.
PPT文档演模板
品类管理流程[1]
•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
•Process
how the consumer views the category.
•Possible Category Roles:
Destination Convenience Routine Seasonal/Occasional
PPT文档演模板
品类管理流程[1]
•Category Assessment
•Aseptic
•Ready to Serve •Concentrate
•Category
PPT文档演模板
Sub-Category
Segment Sub-Segment
品类管理流程•[1S]ource: Borden, Inc.
•Category Role (or purpose) defines