品类管理流程（英文版）.pptVIP

品类管理流程（英文版） Session Objectives:Define Category Management (CM) Describe Category Management as a Business Process Discuss Critical Issues Related to Successfully Developing a Category Management System Category Management ProcessCategory Management IssuesDefine Category Management DefinitionBringing Better Value to the Consumer is thePrimary Focus of Category Management.“A Retailer-Supplier process of managing categories as Strategic Business Units, producing improved sales and profit results by focusing on satisfying consumer needs and delivering consumer value.”Source: ECR Best Practices Report Category Management has expanding into durable goods and services.Is Category Management just for the grocer? Durable GoodsAuto Industry - GM Pontiac Ford Service IndustryPhone ServiceFinancial Services/BanksDefinition The ECR SystemTimely, accurate, paperless information flowSupplierDistributorRetailStoreConsumerHouseholdSmooth, continual product flow matched to consumptionDefinition Efficient PromotionEfficient Store AssortmentDefinitionCategory Management is at the at the core of ECR. CM provides a process framework for collaboration.Efficient New Product DevelopmentEfficient ReplenishmentCATEGORYMANAGEMENT Category Management as a Business Process is comprised of interrelated components both within and outside of the organization.What is Category Management?DefinitionInformationTechnologyStrategyBusiness ProcessScorecardCollaborativeRelationshipsOrganizationCapabilitiesCoreEnablersEnablers CATEGORY MANAGEMENT: HOW IS IT DIFFERENT?Category/Brand/SKU Management under one Decision MakerConsumer-Focused StrategiesData-based Decision MakingProactive Business PlanningCollaborative Work ProcessManage Category As Business UnitFocused on Category ROI - NOT Sales or Gross MarginDefinition SKILLS NEEDED TO BUILD BUSINESS THROUGH CATEGORY MANAGEMENTData analysis and technical masteryShopper and consumer understandingStrategy develop