联合利华商品管理.ppt

Category Management Case Study Based on ECR Taiwan Category Management Pilot Project Case Study Agenda Objectives of the Case Study Category Management Model Work through the Cat Man Process, (Scorecard Tactics) Write a Category Plan Objectives of the Case Study Understand the Category Management Model. Understand the linkage between the Steps in the Model by working through Cat Man Process. Understand Practical Application of Category Management by Agreeing a Category Plan. This Case Study Is the International Process. Is based on real SKU’s and market, but Data detail is changed for confidentiality. International Category Management Model Handout Material - Pages 3 4 Category Definition Category Role (These are generally agreed by Supplier Retailer management in advance.) Category Definition Structure Case Study Focus - Fabrics Concentrate Category Role? Category Role Category Role Category Assessment What is the current performance of the Category and Segments? How does the performance compare to the Market? What are the Opportunities for Improvement? Category Assessment (Page 5) Category Segment Assessment (Sales) Category Segment Assessment (Profit) Category Assessment (Retailer Performance in Market) Category Assessment(Four Largest Segments) Category Scorecard What are the overall “Top Line” targets for the Category? These must be discussed and agreed with the Senior Management. Category Scorecard (Page 8) Segment Scorecard (Page 9) Category Strategies (Page 11) Category Strategies (Page 11) Assign Strategies to Segments. (Page 12) Category Tactics. Based on the Role, Scorecard and the Strategies, we now confirm the Tactics to use in each area; Ranging Pricing Promotion Shelving Ranging Tactics Pricing Tactics Shelving Tactics Promotion Tactics Strategic Summary Page 15 in the handout summarises what is agreed so far. This is the Blueprint for managing the Category. This is the reference for ALL actions and decisions as we work through