国外品类管理案例（英）.pptVIP

Anheuser-Busch Team Resources A-B Category Management Process Understand retailer goals, objectives and current market position Uncover opportunities and provide solutions Communication and tracking Merchandising Display Ad / Features Space Management Pricing * Category ManagementCase Six Core Elements of Anheuser-Busch’s Category Management Program... Focused Resources…a sales team focused on your business needs. Objectivity…we will focus on your goals and your shopper’s needs, driving total beer category sales and profits. Best of Class Category Management Process…our team will work with you to deliver results through industry leading category management practices. Data Resources and Insights…we have invested in the best consumer information in the industry, enabling our team to make better business decisions. Execution…we have the finest wholesaler system in the industry, capable of executing category plans at store level, better than any other supplier. Business Results…we will focus on innovation to deliver “breakthrough results” for the entire beer category. The Foundation of Anheuser-BuschCategory Management Initiatives An Anheuser-Busch Team, Ready to Address Your Beer Category Needs Retail Customers Retail Marketing Wholesaler Organization Information Technology Category Space Manager IRI, Spectra ACNielsen On-Sites Geo Marketing Key Account Manager Marketing Consumer Research Managers Micromarketing Business Analysts Sales Director/ Team Leader Electronic Commerce Senior Management Category Managers Cross Functional DepartmentManagers To Be the First Choice of Customers Everywhere Anheuser-Busch Vision Mission Vision Through all of our products, services and relationships, we will add to life’s enjoyment. Mission Be the world’s beer company; enrich and entertain a global audience; deliver superior returns to our shareholders. Category Management Vision Mission To be the most sought after internal and external retail industry consultant by exce