(超级)234 联合利华商品管理课件.ppt

Category Management Case Study;Case Study Agenda;Objectives of the Case Study;This Case Study;Shelving;Handout Material - Pages 3 4;Pretreater;Fabrics Care;;The Category is Priority because of it’s importance to Sales and Profit, plus it’s competitive importance.;Most Categories are Basic or Priority. Very few are Signature because of the high investment cost to maintain that position. (See Page 4 for a detailed description of “priority”).;Category Assessment;Loss of Share;Under-performing Segments;Clear Opportunities for Improvement;Winners (HH);…but, Clear opportunities to Increase Sales!;Category Scorecard;$448.6m;Repeat the exercise for each Segment.;Category Strategies (Page 11);Category Strategies (Page 11);Assign Strategies to Segments. (Page 12);Category Tactics.;Ranging Tactics;Pricing Tactics;Shelving Tactics;Promotion Tactics;Strategic Summary;Segment Ranging Review(Concentrates);Segment Ranging Review(Concentrates);Ranging Recommendation;Segment Promotion Review(Frequency);Promotion Frequency;Segment Promotion Review(Price Point);Promotion Review Impact;Segment Pricing Review;ALL prices now competitive, with NO margin loss!;Shelf Placement Review;Balance the Plan;Implementation.;Review;Case Study Result;