和路学品项管理.ppt

Vision : 远景 To be recognized as one of the most professional FMCG company in China‘s modern trade 使和路雪被公认为中国现代通路中最专业的快速消费品公司之一 Objectives: 目标 To strengthen our leadership in providing consistent approach to category business building dynamics and solutions 加强和路雪在品类业务发展上的领导力 Exhibit mutual profitable category and brands growth within retailer and supplier 促使零售商和供应商双方共同在品类及品牌上有利润的持续增长 Why do we roll out CATMAN?为什么推出品类管理？ Driving Factors 促进因素 Fierce Competition激烈的竞争 Retailer’s pressure on improving the outlets ACV and profitability 零售商要求提高单店销量及盈利能力的压力 Opportunity to advance professional management skills提升专业管理水平的机会 Better understanding of consumers 更好了解消费者 Provide consumer more appealing and more convenient shopping environment 提供更有吸引力更方便的购物环境  Wall’s -Your Category Leader 和路雪-品类管理的领导者 Leadership in China - Nine years of learning 在中国的领导地位-九年的心得体会 Consumer Expertise 对消费者认知 Major Studies 主要调查 Taylor Nelson Sofres Four Major city Study 主要城市市场调查 Profiles consumers 消费者概况 Inclusive of all Segments 包含品类中所有小分类 Who is the shopper 谁是购买者 Why they shop 为什么购买 When they do 何时购买 Where they shop 在哪购买 AC Nielsen － Consumer Market Segmentation 消 费 者 市 场 分 类 What is CATMAN? 什么是品类管理？ Efficient Assortment 有效的产品分类 Space Optimization Initiatives 优化的空间管理 Effective In-Store Merchandising 有效的店内陈列 Improved Pricing Promotion Practices 改进的定价和促销方案 BEST PRACTICE CATEGORY MANAGEMENTBUSINESS PROCESS品类管理流程 What is a Category?什么是 品类？ Category Definition品 类 定 义 The category definition helps the manufacturer and retailer agree on the number and kind of products that are to be considered inside the group of SKUs that are being managed品 类定义能帮助生产商和零售商统一认知一组可管理SKU的产品数量和品种。 The Category definition must be based on consumer needs rather than starting from products 品 类 定 义 必 须 基于消费者需求分析而非从产品本身开始 Category Structure 品 类结构 Category structure is