联合利华产品管理流程.pptx

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;;1、Genius only means hard-working all ones life. (Mendeleyer, Russian Chemist)? 天才只意味着终身不懈的努力。20.8.58.5.202011:0311:03:10Aug-2011:03 2、Our destiny offers not only the cup of despair, but the chalice of opportunity. (Richard Nixon, American President )命运给予我们的不是失望之酒，而是机会之杯。二〇二〇年八月五日2020年8月5日星期三 3、Patience is bitter, but its fruit is sweet. (Jean Jacques Rousseau , French thinker)忍耐是痛苦的，但它的果实是甜蜜的。11:038.5.202011:038.5.202011:0311:03:108.5.202011:038.5.2020 4、All that you do, do with your might; things done by halves are never done right. R.H. Stoddard, American poet做一切事都应尽力而为，半途而废永远不行8.5.20208.5.202011:0311:0311:03:1011:03:10 5、You have to believe in yourself. Thats the secret of success. Charles Chaplin人必须相信自己，这是成功的秘诀。-Wednesday, August 5, 2020Augus