國外品類管理案例PPT課件講義教材

CategoryManagement

Case2

SixCoreElementsofAnheuser-Busch’sCategoryManagementProgram...FocusedResources…asalesteamfocusedonyourbusinessneeds.Objectivity…wewillfocusonyourgoalsandyourshopper’sneeds,drivingtotalbeercategorysalesandprofits.BestofClassCategoryManagementProcess…ourteamwillworkwithyoutodeliverresultsthroughindustryleadingcategorymanagementpractices.DataResourcesandInsights…wehaveinvestedinthebestconsumerinformationintheindustry,enablingourteamtomakebetterbusinessdecisions.Execution…wehavethefinestwholesalersystemintheindustry,capableofexecutingcategoryplansatstorelevel,betterthananyothersupplier.BusinessResults…wewillfocusoninnovationtodeliver“breakthroughresults”fortheentirebeercategory.TheFoundationofAnheuser-Busch

CategoryManagementInitiativesAnheuser-BuschTeamResourcesAnAnheuser-BuschTeam,ReadytoAddressYourBeerCategoryNeedsRetailCustomersRetailMarketingWholesalerOrganizationInformationTechnologyCategorySpaceManagerIRI,Spectra&

ACNielsenOn-SitesGeoMarketingKeyAccountManagerMarketing&ConsumerResearchManagersMicromarketingBusinessAnalystsSalesDirector/TeamLeaderElectronicCommerceSeniorManagementCategoryManagersCrossFunctionalDepartment

Managers4ToBetheFirstChoiceofCustomersEverywhereAnheuser-BuschVision&MissionVisionThroughallofourproducts,servicesandrelationships,wewilladdtolife’senjoyment.MissionBetheworld’sbeercompany;enrichandentertainaglobalaudience;deliversuperiorreturnstoourshareholders.CategoryManagementVision&MissionTobethemostsoughtafterinternalandexternalretailindustryconsultantbyexceedingcustomerneedsandexpectations.Createcustomer/consumersatisfactionthatbuildscustomerloyalty.Anheuser-BuschCorporateandCategoryManagementVision&MissionStatements5SomethingOldandSomethingNewConsumerBehaviorCompetitiveEnvironmentCategoryGoalsCategoryManagementCategoryManagementTakesYourTraditionalRetailActivitiesandFunnelsThemThroughOverallStrategyProductMixPromotionalPlanRetailPricingMerchandisingSpaceManagementCategoryManagementProgramCategoryManagementProgramConsumerEquity=RetailerEquityplusBrandEquityCategoryManagementTheOverallPurposeofCategoryManagement…BuildingConsumerEquityConsumerManufacturerBrandEquityRetailerEquityCategoryManagement

A-BCategoryManagementProcessUnderstandretailergoals,objectivesandcurrentmarketpositionUncoveropportunitiesandprovidesolutionsCommunicationandtrackingTheAnheuser-BuschCategoryManagementProcessConsistsofThreeMajorStepsScorecard/MeasureResultsUncoverOpportunities/ProvideSolutionsAssortment/SpaceAssessment&SolutionsPromotionAssessment&Solutions

Behindeachprocessstep,arethetraditionalindustryBestPractices,alongwithmodificationsdesignedtomeetspecificneedsoftheBeerCategory.Communication&TrackingPricingAssessment&RecommendationsCategoryAssessmentIndustryConsumer/ShopperMarket/RetailerDefinitionProfile,CategoryRoles&StrategiesS.W.O.T.In-StoreReviewA-BCategoryManagementProcessUnderstandingRetailerGoals,ObjectivesandCurrentMarketPositionCommunicateandExecuteCategoryPlan

BeforeanyCategoryManagementworkstarts,thereare

manyStepIquestionsthatmustbeaddressed,suchas:Fromaconsumerperspective,howistheBeerCategorydefined?Whatistheretailer’soverallcorporatemissionandstrategy,andhowimportantisbeertotheretailer?WhatisthekeyroleoftheBeerCategory?Whatarethecurrentin-storeconditions?Whataretheretailer’sStrengths,Weaknesses,Opportunities,&Threats(SWOT)?DefinitionProfile,CategoryRoles&StrategiesS.W.O.T.In-StoreReviewA-BCategoryManagementProcessI.UnderstandingRetailerGoals,ObjectivesandCurrentMarketPositionI.UnderstandingRetailerGoals,ObjectivesandCurrentMarketPositionA-BCategoryManagementProcess—StepIProfile,

CategoryRoles

&StrategiesDefinitionS.W.O.T.In-Store

Review

TheS.W.O.T.conceptmaybesimple,butatAnheuser-Busch,we’vefoundthistechniquetobeaveryeffectivewaytotaptheknowledgeandinsightsofallfocusedonyourobjectives…ABResourcesHQFieldWholesalerRetailerResourcesHQDivOfficesDistrictStoresRetailerGoals&ObjectivesSWOTisOldFashionedYetEffectiveTheS.W.O.T.process,nottypicallyfoundinindustryCategoryManagementpractices,allowsallpartnerstoconcentrateonkeyfactorstoinsuresuccessinachievingyouroverallGoals&Objectives…12

StrengthsWeaknessesOpportunitiesandThreatsMerchandisingDisplay&Ad/FeaturesSpaceManagementPr