品类管理流程.ppt

品类管理流程.ppt

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CATEGORYMANAGEMENTSessionObjectives:

lDefineCategoryManagement（CM）lDescribeCategoryManagementasaBusinessProcesslDiscussCriticalIssuesRelatedtoSuccessfullyDevelopingaCategoryManagementSystemCategoryManagementProcessCategoryManagementIssuesDefineCategoryManagementDefinitionBringingBetterValuetotheConsumeristhePrimaryFocusofCategoryManagement.“ARetailer-SupplierprocessofmanagingcategoriesasStrategicBusinessUnits,producingimprovedsalesandprofitresultsbyfocusingonsatisfyingconsumerneedsanddeliveringconsumervalue.”Source:

ECRBestPracticesReportCategoryManagementhasexpandingintodurablegoodsandservices.IsCategoryManagementjustforthegrocer?

lDurableGoodslAutoIndustry-GMPontiac&FordlServiceIndustrylPhoneServicelFinancialServices/BanksDefinitionTheECRSystemTimely,accurate,paperlessinformationflowSupplierDistributorRetailStoreConsumerHouseholdSmooth,continualproductflowmatchedtoconsumptionDefinitionEfficientPromotionEfficientStoreAssortmentDefinitionCategoryManagementisattheatthecoreofECR.CMprovidesaprocess&frameworkforcollaboration.EfficientNewProductDevelopmentEfficientReplenishmentCATEGORYMANAGEMENTCategoryManagementasaBusinessProcessiscomprisedofinterrelatedcomponentsbothwithinandoutsideoftheorganization.WhatisCategoryManagement?

DefinitionInformationTechnologyStrategy&BusinessProcessScorecardCollaborativeRelationshipsOrganizationCapabilitiesCoreEnablersEnablersCATEGORYMANAGEMENT:

HOWISITDIFFERENT?

lCategory/Brand/SKUManagementunderoneDecisionMakerlConsumer-FocusedStrategieslData-basedDecisionMakinglProactiveBusinessPlanninglCollaborativeWorkProcesslManageCategoryAsBusinessUnitlFocusedonCategoryROI-NOTSalesorGrossMarginDefinitionSKILLSNEEDEDTOBUILDBUSINESSTHROUGHCATEGORYMANAGEMENTlDataanalysisandtechnicalmasterylShopperandconsumerunderstandinglStrategydevelopmentlFinancialandlogisticsexpertiselInnovationlTotalSystemsFocusDefinitionDefinitionWhyisitbeneficialforRetailersandManufacturerstoInvestinCategoryManagement?

HelpsRetailers-lDefinecustomerneedslDeterminestrategicissueslEnhancecategoryandstoreprofitsDefinitionWhyisitbeneficialforRetailersandManufacturerstoInvestinCategoryManagement?

HelpsRetailers-lDefinecustomerneedslDeterminestrategicissueslEnhancecategoryandstoreprofitsHelpsManufacturers-lPositionthemselvesascategorycaptainsforretailerslBecomeanindispensableresourcefortheretailerlEnhancebrandprofitsRoadMapCategoryManagementasaBusinessProcessCategoryManagementIssuesDefineCategoryManagementProcessCategoryManagementasaBusinessProcess.CategoryDefinitionCategoryRoleCategoryAssessmentCategoryScorecardCategoryStrategiesCategoryTacticsPlanImplementationCategoryReviewSource:

ThePartneringGroupWhatisaCategory?

Adistinct,manageablegroupofproducts/servicesthatCONSUMERSperceivetobeinterrelatedand/orsubstitutableinsatisfyingtheirneed（s）.ProcessCategoryDefinition-criticalindeterminingtheproductsthatmakeupthecategoryandinestablishingthesegmentationstrategy.WhatisaCategory?

Adistinct,manageablegroupofproducts/servicesthatCONSUMERSperceivetobeinterrelatedand/orsubstitutableinsatisfyingtheirneed（s）.ProcessCategoryDefinition-criticalindeterminingtheproductsthatmakeupthecategoryandinestablishingthesegmentationstrategy.Howdoesdefiningacategoryhelp?

lProducesbetterretailer/manufactureralignmentwiththeconsumerlCreatesbettermanufacturer-retaileralignmentlGivesnewperspectivesonhowtoviewaproductand/orcategoryProcessJuices&drinksShelfstableRefrigeratedFrozenGlass/PlasticAsepticReadytoServeConcentrateCategorySub-CategorySegmentSub-SegmentDefiningaCategorybyUsageSegmentLemonJuiceSegmentation:

Source:

Borden,Inc.ProcessCategoryRole（orpurpose）defineshowtheconsumerviewsthecategory.PossibleCategoryRoles:

lDestinationlConveniencelRoutinelSeasonal/OccasionalProcessCategoryAssessmentCategoryAssessmentinvolvesconductingacompleteanalysisofthecategorybyinvestigatingitssub-categories,user-segments,brands,andSKUs.Suchananalysismustbebasedoncurrentconsumer,distributor,supplierandmarketinformation.ProcessOneexamplemightbeidentifyingthegapbetweenthecurrentsalesandthepotentialsalesofacategory.Source:

Borden,Inc.ProcessKeyQuestionsinConductingaCategoryAssessmentlWhoismytargetcustomer?

lHowimportantisthiscategorytothatcustomer?

lWhatarethecategorytrends?

volume,share,profits?

lWhatarethekeyproductsegments?

lWhataretheleastandmostimportantSKUs?

ProcessKeyQuestionsinConductingaCategoryAssessment（continued）lHowwellisshelfspacealignedtoSKUmovement?

lHowdoconsumersviewbrands?

BrandnamesversusstorebrandslWhentheymakeapurchase,Howlargeisit?

Whatelsedotheybuy?

lHowdoesthecategorys