联合利华产品管理流程.pptxVIP

Category Management Case StudyBased on ECR Taiwan Category Management Pilot Project Case Study AgendaObjectives of the Case Study Category Management ModelWork through the Cat Man Process, (Scorecard Tactics)Write a Category Plan 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. This Case StudyIs the International Process.Is based on real SKU’s and market, but Data detail is changed for confidentiality. ShelvingRoleDefinitionAssesmentScorecardStrategiesTacticsImplementation ReviewAssortmentPricingPromotionInternational Category Management Model Handout Material - Pages 3 4Category DefinitionCategory Role(These are generally agreed by Supplier Retailer management in advance.) PretreaterCleanserFabricsCareFabrics CleanserFabrics-ConditionerBleachMain WashDelicate WashRinse SoftenerIroningAidsNormalColorConventionalConcentrateHeavy Duty LiquidLight Duty LiquidCategory Definition StructureFabric Care FabricsCareFabrics CleanserFabrics-ConditionerBleachPretreaterMain WashDelicate WashRinse SoftenerIroningAidsNormalColorCleanserConventionalConcentrateHeavy Duty LiquidLight Duty LiquidCase Study Focus - Fabrics Concentrate Signature /DestinationPriority Basic / RoutineOccasional/SeasonalFill-in / ConvenienceCategory Role? 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 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 Category AssessmentWhat is the current performance of the Category and