联合利华商品管理.pptxVIP

联合利华商品管理第1页/共45页 Category Management Case Study第2页/共45页 Case Study AgendaObjectives of the Case Study Category Management ModelWork through the Cat Man Process, (Scorecard Tactics)Write a Category Plan第3页/共45页 Objectives of the Case StudyUnderstand the Category Management Model.Understand the linkage between the Steps in the Model by working through Cat Man Process.Understand Practical Application of Category Management by Agreeing a Category Plan.第4页/共45页 This Case StudyIs the International Process.Is based on real SKU’s and market, but Data detail is changed for confidentiality.第5页/共45页 ShelvingRoleDefinitionAssesmentScorecardStrategiesTacticsImplementation ReviewAssortmentPricingPromotionInternational Category Management Model第6页/共45页 Handout Material - Pages 3 4Category DefinitionCategory Role(These are generally agreed by Supplier Retailer management in advance.)第7页/共45页 PretreaterCleanserFabricsCareFabrics CleanserFabrics-ConditionerBleachMain WashDelicate WashRinse SoftenerIroningAidsNormalColorConventionalConcentrateHeavy Duty LiquidLight Duty LiquidCategory Definition StructureFabric Care第8页/共45页 FabricsCareFabrics CleanserFabrics-ConditionerBleachPretreaterMain WashDelicate WashRinse SoftenerIroningAidsNormalColorCleanserConventionalConcentrateHeavy Duty Liquid第9页/共45页 Signature /DestinationPriority Basic / RoutineOccasional/SeasonalFill-in / ConvenienceCategory Role?第10页/共45页 The Category is Priority because of it’s importance to Sales and Profit, plus it’s competitive importance.Signature /DestinationPriority Basic / RoutineOccasional/SeasonalFill-in / ConvenienceCategory Role第11页/共45页 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”).10%25%50%5%10%Signature /DestinationPriority Basic / RoutineOccasional/SeasonalFill-in / ConvenienceCategory Role第12页/共45页 Category AssessmentWhat is the current performance of the Category and