《联合利华商品管理》PPT课件

《《联合利华商品管理》PPT课件》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、CategoryManagementCaseStudyBasedonECRTaiwanCategoryManagementPilotProjectCaseStudyAgendaObjectivesoftheCaseStudyCategoryManagementModelWorkthroughtheCatManProcess,(Scorecard&Tactics)WriteaCategoryPlanObjectivesoftheCaseStudyUnderstandtheCategoryManagemen

2、tModel.UnderstandthelinkagebetweentheStepsintheModelbyworkingthroughCatManProcess.UnderstandPracticalApplicationofCategoryManagementbyAgreeingaCategoryPlan.ThisCaseStudyIstheInternationalProcess.IsbasedonrealSKU’sandmarket,butDatadetailischangedforconfid

3、entiality.ShelvingRoleDefinitionAssesmentScorecardStrategiesTacticsImplementationReviewAssortmentPricingPromotionInternationalCategoryManagementModelHandoutMaterial-Pages3&4CategoryDefinitionCategoryRole(ThesearegenerallyagreedbySupplier&Retailermanageme

4、ntinadvance.)PretreaterCleanserFabricsCareFabricsCleanserFabrics-ConditionerBleachMainWashDelicateWashRinseSoftenerIroningAidsNormalColorConventionalConcentrateHeavyDutyLiquidLightDutyLiquidCategoryDefinition&StructureFabricCareFabricsCareFabricsCleanser

5、Fabrics-ConditionerBleachPretreaterMainWashDelicateWashRinseSoftenerIroningAidsNormalColorCleanserConventionalConcentrateHeavyDutyLiquidLightDutyLiquidCaseStudyFocus-FabricsConcentrateSignature/DestinationPriorityBasic/RoutineOccasional/SeasonalFill-in/C

6、onvenienceCategoryRole?TheCategoryisPrioritybecauseofit’simportancetoSalesandProfit,plusit’scompetitiveimportance.Signature/DestinationPriorityBasic/RoutineOccasional/SeasonalFill-in/ConvenienceCategoryRoleMostCategoriesareBasicorPriority.VeryfewareSigna

7、turebecauseofthehighinvestmentcosttomaintainthatposition.(SeePage4foradetaileddescriptionof“priority”).10%25%50%5%10%Signature/DestinationPriorityBasic/RoutineOccasional/SeasonalFill-in/ConvenienceCategoryRoleCategoryAssessmentWhatisthecurrentperformance

8、oftheCategoryandSegments?HowdoestheperformancecomparetotheMarket?WhataretheOpportunitiesforImprovement?LossofShareWorsethanTotalRetailerSalesProfitMaintainedCategoryAssessment(Page5)Under-performingSegmentsCategorySegmentA