零售药房品类管理课件.ppt

考 虑 店 内 走 廊 及 客 流 的 方 向 对 产 品 摆 放 的 影 响； 考 虑 货 架 的 长 度 对 产 品 横 向 及 纵 向 摆 放 方 式 的 影 响。 纵 向 摆 放 方 式 通 常 在 卖 场 比 较 大， 货 架 又 大 又 长 的 情 况 下 使 用。 6 These numbers are consistent across all major consumer based studies of the last 8 years (Coke / Arthur Anderson) and PG’s extensive consumer based research. This research consists of between 20-30,000 consumer based interviews, by retailer, by region. Example: US 30,000 interviews across 66 top retailers. Need to be able to talk a couple of points: Consumers will substitute another product when the opportunity cost of not purchasing a product is high –toilet paper and snacks Consumers will leave the store when the cost of substituting is high – diapers, fem pro, hair care. Lead in from this to specific local market consumer research. 谢谢 2 supplier-retailer working process Manage category as a strategic business unit Enhance business result Through delivering consumer value 8 支持技术： 信息技术（EDI,POS),组织能力等。如准确预测需要，及时准确传输，POS数据分析，无纸商务，数据库，组织革新技术等 物流技术：持续商品补货（CRP), 自动订货系统(CAO),VMI, Cross-Docking, 预先发货通知(ASN), 低成本的物流，排除人力失误，省力化 Category Management is a formalized process which Manufacturers, and Retailers are using to manage categories as strategic business units As mentioned, Category Management is an enabling process of Efficient Consumer Response As category are managed using Category Management, Manufacturers, and Retailers will make better decisions and lead to lower operating expenses Ultimately, as Category Management enables Retailers to truly pursue all of the tenants of Efficient Consumer Response, their ability to create consumer value will be realized. Through Category management, retailers and manufacturers together can monitor consumer purchase patterns in order to : Allocate space according to demand Improve display management Forecast promotion-driven traffic Better align category ordering and sales cycles 决定价格形象三个维度 性能价格比（43%） 物美价廉商品 库存（无缺货） 货架管理 新品引进 商品布局和陈列 销售人员微笑服务 收银设施 价格优势（40%） 价格水平 优