品类管理导入实务.pptVIP

孔珇摸恨瞶 ?What is Category Management? 珇摸恨瞶琌竒パ箂扳坝籔籹硑坝, 盢–珇摸跌虫ぇ郸菠ㄆ穨虫じㄓ绺g犁;硓筁璓承硑玻珇ぇ禣基ㄓ承硑ㄎ竒犁Θ狦瑈祘. Category Management is a distributor/supplier process of managing categories as strategic business units, producing enhanced business results by focusing on delivering consumer value. - FMI Best Practices Definition 芠├ 琌盢–珇摸跌郸菠ㄆ穨虫じㄓ竒犁 . Philosophy - for managing a retail business that recognizes categories as strategic business units. 芠├ 琌盢–珇摸跌郸菠ㄆ穨虫じㄓ竒犁 . Philosophy - for managing a retail business that recognizes categories as strategic business units. 芠├ 琌盢–珇摸跌郸菠ㄆ穨虫じㄓ竒犁 . Philosophy - for managing a retail business that recognizes categories as strategic business units. 緑ノ珇珇摸The Hair Care Category 緑ノ珇:玻珇のㄤ莱ノ栋い矗ㄑ繷緑ぇ痲, 骸ì糷ぇ禣惠―(稰﹛の稰) Hair Care: Products Applications that are focused on delivering hair benefits, satisfying a broad range of consumer needs (physical and emotional). いだ摸: 瑍緑ノ珇 柬緑ノ珇 硑玻珇 Subcategories: Shampoos Conditioners Styling Products 緑ノ珇禣ぇ蝶秖夹非硂珇摸い禣匡潦?Hair Care Consumer AssessmentHow Do Consumers Buy This Category? ∕郸攫 : 俱砰緑ノ珇 Decision Tree: Total Hair Care Dollar Share by Segment ㄌ沮珇摸à︹ぇぇ珇摸笲ノ驹砃Possible Category Tactics Based on Role ミ珇摸柬ぇ郸菠9 Strategies to Build Category Profits 1) まぇ臮┍ず Attract more shoppers to the store 2) 糤潦禦琘珇摸ぇ臮κだゑ Increase the % of shoppers that buy the category 3) 糤臮ㄓ┍ぇΩ计 Increase shopper抯 trip frequency 4) 糤臮ㄓ┍ぇΩ计潦禦赣珇摸 Increase the % of trips w/ category purchase 5) 糤虫基 Increase the $/buying occasion 6) 眔Θセ Reduce Acquisition Costs 7) 恨綪Θセ Reduce Administrative Costs 8) 矪瞶Θセ Reduce Handling Costs 9) ΤΘセ Reduce Holding Costs 珇摸驹砃Category Tactics 玻珇だガ璸购 (珇摸珇兜舱) –いぶ珇兜. 糤┪搭ぶ珇礟\珇兜. Distribution Plans (Assort