国外品类管理案例（PPT 12页）教程教案.pptVIP

Category ManagementCase 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 exceeding customer needs and expectations. Create customer / consumer satisfaction that builds customer loyalty. Anheuser-Busch Corporate and Category Management Vision Mission Statements Something Old and Something New Consumer Behavior Competitive Environment Category Goals Category Management Category Management Takes Your Traditional Retail Activities and Funnels Them Through Overall Strategy Product Mix Promotional Plan Retail Pricing Merchandising Space Management Category Management Program Category Management Program Consumer Equity = Retailer Equity plus Brand Equity Category Management The Overall Purpose of Category Management… Building Consumer Equity Consumer Manufacturer Brand Equity Retailer Equity Category Management A-B Category Management Process Understand retailer goals, objectives and current market position Uncover opportunities and provide solutions Communication and tracking The Anheuser-Busch Category Management Process Consists of Three Major Steps Scorecard / Measure Results Uncover Opportunities/Provide Solutions Assortment/Space Assessment Solutions Promotion Assessment Solutions Behind each process step, are the traditional industry Best Practices, along with modifications designed to meet specific needs of the Beer Category. Communication Tracking Pricing Assessment Recommendations Category Assessment Industry Consumer/Shopper Market/Retailer Definition Profile, Category Roles Strategies S.W.O.T. In-Store Review A-B Category Management Process Understanding Retailer Goals, Object