国外品类管理案例.ppt

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SixCoreElementsofAnheuser-Busch’sCategoryManagementProgram...
FocusedResources…asalesteamfocusedonyourbusinessneeds.
Objectivity…wewillfocusonyourgoalsandyourshopper’sneeds,drivingtotalbeercategorysalesandprofits.
BestofClassCategoryManagementProcess…ourteamwillworkwithyoutodeliverresultsthroughindustryleadingcategorymanagementpractices.
DataResourcesandInsights…wehaveinvestedinthebestconsumerinformationintheindustry,enablingourteamtomakebetterbusinessdecisions.
Execution…wehavethefinestwholesalersystemintheindustry,capableofexecutingcategoryplansatstorelevel,betterthananyothersupplier.
BusinessResults…wewillfocusoninnovationtodeliver“breakthroughresults”fortheentirebeercategory.
TheFoundationofAnheuser-BuschCategoryManagementInitiatives
2
Anheuser-BuschTeamResources
AnAnheuser-BuschTeam,ReadytoAddressYourBeerCategoryNeeds
RetailCustomers
RetailMarketing
WholesalerOrganization
InformationTechnology
Category
SpaceManager
IRI,Spectra&ACNielsen
On-Sites
GeoMarketing
KeyAccount
Manager
Marketing&Consumer
ResearchManagers
Micromarketing
BusinessAnalysts
SalesDirector/TeamLeader
Electronic
Commerce
SeniorManagement
CategoryManagers
CrossFunctional
DepartmentManagers
ToBetheFirstChoiceofCustomersEverywhere
Anheuser-BuschVision&Mission
Vision
Throughallofourproducts,servicesandrelationships,wewilladdtolife’senjoyment.
Mission
Betheworld’sbeercompany;enrichandentertainaglobalaudience;deliversuperiorreturnstoourshareholders.
CategoryManagementVision&Mission
Tobethemostsoughtafterinternalandexternalretailindustryconsultantbyexceedingcustomerneedsandexpectations.
Createcustomer/consumersatisfactionthatbuildscustomerloyalty.
Anheuser-BuschCorporateandCategory
ManagementVision&MissionStatements
4
SomethingOldandSomethingNew
ConsumerBehavior
CompetitiveEnvironment
CategoryGoals
CategoryManagement
CategoryManagementTakesYourTraditionalRetail
ActivitiesandFunnelsThemThroughOverallStrategy
ProductMix
PromotionalPlan
RetailPricing
Merchandising
SpaceManagement
CategoryManagement
Program
Category
Management
Program
5
ConsumerEquity=RetailerEquityplusBrandEquity
CategoryManagement
TheOverallPurposeofCategoryManagement…
BuildingConsumerEquity
Consumer
ManufacturerBrandEquity
RetailerEquity
Category
Management
A-BCategoryManagementProcess
Understandretailergoals,objectivesandcurrentmarketposition
Uncoveropportunitiesandprovidesolutions
Communicationandtracking
TheAnheuser-BuschCategoryManagementProcessConsistsofThreeMajorSteps
Scorecard/MeasureResults
UncoverOpportunities/ProvideSolutions
Assortment/Space
Assessment&Solutions
Promotion
Assessment
&Solutions
Behindeachprocessstep,arethetraditionalindustryBestPractices,alongwithmodificationsdesignedtomeetspecificneedsoftheBeerCategory.
Communication&Tracking
PricingAssessment
&Recommendations
CategoryAssessment
Industry
Consumer/Shopper
Market/Retailer
Definition
Profile,
CategoryRoles&Strategies
.
In-Store
Review
A-BCategoryManagementProcess
UnderstandingRetailerGoals,Objectivesand
CurrentMarketPosition
CommunicateandExecute
CategoryPlan
BeforeanyCategoryManagementworkstarts,therearemanyStepIquestionsthatmustbeaddressed,suchas:
Fromaconsumerperspective,howistheBeerCategorydefined?
Whatistheretailer’soverallcorporatemissionandstrategy,andhowimportantisbeertotheretailer?
WhatisthekeyroleoftheBeerCategory?
Whatarethecurrentin-storeconditions?
Whataretheretailer’sStrengths,Weaknesses,Opportunities,&Threats(SWOT)?
Definition
Profile,
CategoryRoles&Strategies
.
In-Store
Review
A-BCategoryManagementProcess
,Objectivesand
CurrentMarketPosition
,Objectivesand
CurrentMarketPosition
A-BCategoryManagementProcess—StepI
Profile,CategoryRoles&Strategies
Definition
.
In-StoreReview
,butatAnheuser-Busch,we’vefoundthistechniquetobeaveryeffectivewaytotaptheknowledgeandinsightsofallfocusedonyourobjectives…