品類管理流程（英文特訓(xùn)）

品類管理流程（英文特訓(xùn)）SessionObjectives:DefineCategoryManagement(CM) DescribeCategoryManagement asaBusinessProcess DiscussCriticalIssuesRelatedto SuccessfullyDevelopinga CategoryManagementSystemCategoryManagementProcessCategoryManagementIssuesDefineCategoryManagementDefinitionBringingBetterValuetotheConsumeristhe

PrimaryFocusofCategoryManagement.“ARetailer-SupplierprocessofmanagingcategoriesasStrategicBusinessUnits,producingimprovedsalesandprofitresultsbyfocusingonsatisfyingconsumerneeds

anddeliveringconsumervalue.”Source:ECRBestPracticesReportCategoryManagementhasexpandingintodurablegoodsandservices.IsCategoryManagementjustforthegrocer? DurableGoodsAutoIndustry-GMPontiac&Ford ServiceIndustryPhoneServiceFinancialServices/BanksDefinitionEfficientPromotionEfficientStoreAssortmentDefinitionCategoryManagementisattheatthecoreofECR.CMprovidesaprocess&frameworkforcollaboration.EfficientNewProductDevelopmentEfficientReplenishmentCATEGORYMANAGEMENTCategoryManagementasaBusinessProcessiscomprisedofinterrelatedcomponentsbothwithinandoutsideoftheorganization.WhatisCategoryManagement?DefinitionInformationTechnologyStrategy&BusinessProcessScorecardCollaborativeRelationshipsOrganizationCapabilitiesCoreEnablersEnablersCATEGORYMANAGEMENT:

HOWISITDIFFERENT?Category/Brand/SKUManagementunderoneDecisionMakerConsumer-FocusedStrategiesData-basedDecisionMakingProactiveBusinessPlanningCollaborativeWorkProcessManageCategoryAsBusinessUnitFocusedonCategoryROI -NOTSalesorGrossMarginDefinitionDefinitionWhyisitbeneficialforRetailersandManufacturerstoInvestinCategoryManagement?HelpsRetailers-DefinecustomerneedsDeterminestrategicissuesEnhancecategoryandstoreprofitsDefinitionWhyisitbeneficialforRetailersandManufacturerstoInvestinCategoryManagement?HelpsRetailers-DefinecustomerneedsDeterminestrategicissuesEnhancecategoryandstoreprofitsHelpsManufacturers-PositionthemselvesascategorycaptainsforretailersBecomeanindispensableresourcefortheretailerEnhancebrandprofitsRoadMapCategoryManagementasaBusinessProcessCategoryManagementIssuesDefineCategoryManagementWhatisaCategory?Adistinct,manageablegroupofproducts/servicesthatCONSUMERSperceivetobeinterrelatedand/orsubstitutableinsatisfyingtheirneed(s).ProcessCategoryDefinition-criticalindeterminingtheproductsthatmakeupthecategoryandinestablishingthesegmentationstrategy.ProcessCategoryRole(orpurpose)defineshowtheconsumerviewsthecategory.PossibleCategoryRoles:

DestinationConvenienceRoutine

Seasonal/OccasionalProcessCategoryAssessmentCategoryAssessmentinvolvesconductingacompleteanalysisofthecategorybyinvestigatingit’ssub-categories,user-segments,brands,andSKUs.Suchananalysismustbebasedoncurrentconsumer,distributor,supplierandmarketinformation.ProcessOneexlemightbeidentifyingthegapbetweenthecurrentsalesandthepotentialsalesofacategory.Source:Borden,Inc.ProcessKeyQuestionsinConductingaCategoryAssessment(continued)

Howwellisshelfspacealignedto SKUmovement?Howdoconsumersviewbrands? BrandnamesversusstorebrandsWhentheymakeapurchase, Howlargeisit? Whatelsedotheybuy?Howdoesthecategory’spricing comparetotherestofthestore?ProcessKeyQuestionsinConductingaCategoryAssessment(continued)

Howdoesthecategory’spricing comparetothemarket?Whatpercentageofvolumeissold onpromotion?Whatistheimpactoffeaturingand display?Whatbrandsandsizes“define” and/orbuildthecategory?ProcessTheCategoryScorecardmeasuresandmonitorstheprogressandperformanceofthecategorybusinessplan.Targetsorhurdleratesmustbeclearlystated.RevenueMarketShareConsumption(Equiv.Volume)Out-of-stocksProfit

TargetConsumerShareROIProcessCategoryStrategiesdefinethemarketing,productsupply,andinstoreservicerequiredtomeettargetsorhurdlerates.

TransactionEfficiency/TrafficBuilderShopping/InformationEntertainment Typesofstrategies:Source:RobertC.Blattberg,1996ProcessCategoryTacticsaretheactionstakentoimplementthecategorystrategies.Transactionefficiency/TrafficBuilder

>Lowprice/convenience >Categoryshop-ability

Shopping/information >Uniqueofferings/highservice >EasyaccesstoproductinformationSource:RobertC.Blattberg,1996ProcessCategoryTacticsaretheactionstakentoimplementthecategorystrategies.Transactionefficiency/TrafficBuilder

>Lowprice/convenience >Categoryshop-ability

Shopping/information >Uniqueofferings/highservice >Easyaccesstoproductinformation

Entertainment >Stimulation/excitement >Creativemarketing/broadassortment>Changingvarietyofproducts

Source:RobertC.Blattberg,1996ProcessCategorymanagementplansareoflittlevalueunlesstheyreceivehighqualityimplementation.KeyComponentsofPlanImplementation:

CommonLanguageBuy-inatALLlevelsClearApprovalProcessClearAssignmentofResponsibilitiesImplementationSchedulePredeterminedIndicatorsofSuccessCATEGORYMANAGEMENTReviewingtheCategoryTargetingConsumersPlanningMerchandisingImplementingStrategyEvaluatingResultsProcessRoadMapCategoryManagementProcessCategoryManagementIssuesCategoryManagementDefinitionCategoryManagementisadynamic,evolvingpractice.Isthereoneapproach?…no.Fundamentalprinciplesandprocesses.Implementationdependsuponthecapabilitiesandcurrentpracticesoftheorganizations.Today’spracticesaretomorrow’sfoundationsforimprovement.Issues

SuccessfulCategoryManagement

helpstodefineapartnership.AbilityandcommitmenttodevelopthecategoryAvisionofthepotentialofthecategoryAdequateinformationtechnologycapabilityand sharinginformationMultifunctionalteamsupportcapabilitiesBuy-infromtopmanagementClearlydefinestheroleofthemanufacturerwithregardtoCategoryManagementTrustIssues

HowtodevelopasuccessfulCategoryManagementrelationship.DevelopacommonlanguageforCategoryManagementTranslatethegoalsofthepartnershipintoausableandmeasurableplantheutilizesfact-basedCMdecisionsandpractices.Educateeveryoneinvolved,buye