15new-category strategies(chn)

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1、WhereAreWeintheProcess?在这个过程中我们处于什么阶段？-TheTripleWinStrategy三赢战略CategoryRoleDevelopment品种分类任务开拓CategoryAssessment品种分类评价CategoryScorecard品种分类记分卡Cat.StrategyDevelopment品种分类战略开拓Cat.TacticDevelopment品种策略开拓CategoryDefinition品种定义CategoryReviewxxy品种分类评审PlanImplementat

2、ion计划实施LearningObjectives:学习目标：UnderstandtheCategoryStrategiesandtheirdescriptions理解品种分类战略及其说明ReviewMethodologyfordevelopingCategoryStrategies检查开拓品种分类战略的方法Developstrategiesthatpromote“triplewin”开拓促进“三赢”的战略战略开拓品种战略CategoryStrategies.…品种分类战略.…TheStrategicCategor

3、yPlan战略性品种分类计划ThePurpose.…目的.…Atotalsystembusinessplanthatdeliversthecategoryroleandscorecard起到品种分类作用和记分卡的系统交易总体计划ProductSupply产品供应MarketingPlan营销计划TotalSystemBusinessPlan系统交易总体计划战略开拓品种战略CategoryStrategyWorkshop品种分类战略研讨会What?做什么？DemandandSupply-SideStrategiest

4、oachieveOverallRoleandScorecardObjectives实现全部任务和记分卡目标的需求与供应方的战略Why?为什么做？Provideaframeworkforcategoryresourceallocation提供品种分类资源的分配框架Providesaframeworkfortacticdevelopment提供战略开拓框架How?(Methodology)如何做（方法）StepI-Determinesupplyanddemandsidestrategychoices第1步-确定供需双方

5、的战略选择StepII-Reviewassessmentconclusions(Choosemostimportant)第2步-检查评价结论（选择最重要的结论）StepIII-Selectappropriatestrategiestodelivercategoryroleandscorecard第3步-选择合适战略以发挥品种分类任务和记分卡的作用StepIV-Matchmarketingstrategieswithsub-categories,segmentsorbrands第4步-使营销战略与子品种分类、片段或品

6、牌相一致StepV-WriteTopLineStrategyStatement第5步-编定首要战略报告战略开拓品种分类战略CategoryStrategy...…品种分类战略......--MarketingStrategies营销策略Trafficbuilding运输构建Transactionbuilding交易构建Cashgenerating现金产生Profitgenerating利润产生Imageenhancing提升形象Turfdefending业务领域的保护Excitementcreating形成刺激Hi

7、ghShare,FrequentlyPurchased,High%ofSalesHigherRing-up,ImpulsePurchasedHighTurns,FrequentPurchaseHighGrossMargin,HighTurnsFrequentPurchase,Promoted,Impulse,SeasonalUsedtoDrawCustomersImpulse,LifestyleOrientedStrategy策略Characteristics特征Step1高份额，频繁的采购，销售额百分率居高现金收

8、入较高，刺激购买的周转率高，购买频繁毛利高，周转率高频繁购买，促销，刺激，季节性用于吸引客户刺激，以生活方式为导向战略开拓品种分类战略第1步CategoryStrategy...…品种分类战略......--SupplySideStrategies供应方战略Procurement采购Acquisition-sourcingprocessesandcostof