国外品类管理案例英.ppt

Category Management Case Six Core Elements of Anheuser- Buschs Category Management Program... ? Focused Resources …a sales team focused on your business needs. ? Objectivity …we will focus on your goals and your shoppers 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-Busch Category Management Initiatives Anheuser-Busch Team Resources 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 Department Managers 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 lifes enjoyment. Mission Be the worlds 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