啤酒業(yè)務(wù)通過伙伴分類管理獲得利潤增長-文庫吧
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【正文】 rove its weak position in the market 1 5 1 050510152025% Share in Beer Indexed on Packaged Groceries Share (BDI) 13 14 6 6 19 21 6 6 7 11 Sainsbury Safeway Somerfield Asda Tesco 52w/e May 04 97 52w/e May 03 98 Source: AGB Liqu246。rpanel May 1998 21 MUC0203922990201 ! Premium bottles were identified as the main opportunity Indexed top 5 lager share vs. grocery share Tesco Sainsbury Asda Somerfield Safeway Total lager (66%) Source: AGB Stubbies (15%) Premium Bottles (9%) Premium Cans (14%) 6 14 21 6 12 6 14 20 58 17 21 21 18 24 17 10 14 32 8 40 Most important lever to improve profitability 22 MUC0203922990201 DUMMY: Selecting a supplier to ??? with an new Category Management Project was ... 23 MUC0203922990201 DUMMY: Three supplies were characterized to be ... 24 MUC0203922990201 DUMMY: Scottish courage was chosen based on a number of clear facts 25 MUC0203922990201 DUMMY: Results and relationships 26 MUC0203922990201 DUMMY: Can catman grow the cake 27 MUC0203922990201 C. What did we do together to reach our targets? 28 MUC0203922990201 DUMMY: Safeway Scottish Courage Brands Category Management Team 29 MUC0203922990201 DUMMY 30 MUC0203922990201 Consumer understanding has helped us e to an agreement on the category definition Lager Ale Stout Cider Alcopops Wines Spirits Soft Drinks NARROW BROAD Scope of project Category definition 31 MUC0203922990201 We have identified the key segments in the consumer decision tree Category Sub category Subsegment Draught Bitter 11% Bitter 12% Real Ale Bottles 6% Standard lager 19% Superstrength lager 2% Stubbies 15% No/low alcohol 0% Value lager 4% Premium lager 26% Standard Draught Bitter 8% Premium Draught Bitter 3% Ice lager 3% Premium canned lager 14% Premium bottled lager 9% Bitter/Ale 29%1) Stout 5% Lager 66% Beer Segments 1) % Safeway turnover for the segment as a % of total beer Forecast Value of Beer category in Safeway 163。 152 m 32 MUC0203922990201 Main changes in our view of the category ? We added additional segments such as draft bitter, stubbies and ice lager ? We moved from an industryled to a consumerdriven definition – Not the alcohol content, but more the drinking occasion was considered – We changed the description of our segments to the customer39。s language 33 MUC0203922990201 We decided to make beers a “preferred category” Evidence from quantitative Crosscategory analysis Evidence from qualitative analysis Category Role PREFFERED 1. Medium to high market growth 2. Middle to low target consumer peration 3. High total spend 4. High cash profit within Safeway 1. Low takehome share offers longterm opportunities 2. Safeway180。s relative position still weak 3. Large brewers can support beers as a preferred category 34 MUC0203922990201 DUMMY: Category assessment shows an 163。 47m opportunity in beer by attaining fair share 35 MUC0203922990201 The main issues identified the basis for the tactical decisions Issue Peration Weight of purchase Increase loyalty Drive profitability Action ? Traffic building promotional activities ? Increase visibility of the aisle ? Multi siting for secondary shoppers ? Focus on lager packs ? Trade shoppers from standard to premium products ? Longterm activities to make purchasing larger packs easier ? Combat the specialists through chilled beer ? Promotional mechanics to reduce the need for topup purchases ?
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