品类管理流程(CATEGORY MANAGEMENT).ppt

CATEGORY MANAGEMENT Session Objectives: Define Category Management (CM) Describe Category Management as a Business Process Discuss Critical Issues Related to Successfully Developing a Category Management System Bringing Better Value to the Consumer is thePrimary Focus of Category Management. Category Management has expanding into durable goods and services. Is Category Management just for the grocer? Durable Goods Auto Industry - GM Pontiac Ford Service Industry Phone Service Financial Services/Banks The ECR System CATEGORY MANAGEMENT: HOW IS IT DIFFERENT? Category/Brand/SKU Management under one Decision Maker Consumer-Focused Strategies Data-based Decision Making Proactive Business Planning Collaborative Work Process Manage Category As Business Unit Focused on Category ROI - NOT Sales or Gross Margin SKILLS NEEDED TO BUILD BUSINESS THROUGH CATEGORY MANAGEMENT Data analysis and technical mastery Shopper and consumer understanding Strategy development Financial and logistics expertise Innovation Total Systems Focus Road Map Category Management as a Business Process. Category Definition - critical in determining the products that make up the category and in establishing the segmentation strategy. What is a Category? A distinct, manageable group of products/services that CONSUMERS perceive to be interrelated and/or substitutable in satisfying their need(s). Category Definition - critical in determining the products that make up the category and in establishing the segmentation strategy. What is a Category? A distinct, manageable group of products/services that CONSUMERS perceive to be interrelated and/or substitutable in satisfying their need(s). CATEGORY MANAGEMENT Road Map Category Management is a dynamic, evolving practice. Is there one approach?… no. Fundamental principles and processes. Implementation depends upon the capabilities and current practices of the organizations. Today’s practices are tomorrow’s foun