啤酒業(yè)務(wù)通過伙伴分類管理獲得利潤增長-wenkub
2022-11-03 13:44:37 本頁面
【正文】 UC0203922990201 Major changes on pricing We decided to try promotion mechanics in order to increase weight of purchase Due to fundamental changes in the market (. emergence of Wal Mart) beer is used as a store traffic builder 47 MUC0203922990201 Category implementation approach ? We tested the new plan in four stores (2 in England, 2 in Scotland) – Trial stores outperformed control stores by 3% in turnover and 6% in profit ? We successfully traded people into more premium lagers ? We increased both peration and average spend in parison to vs. control stores ? Premium lager was most successful of all segments (20% above control stores), which was in line with our targets 48 MUC0203922990201 D. What are our key learnings? 49 MUC0203922990201 The Beer Category Management project had a number of key successes 1. Creation of a business plan and trial in a record breaking 4 months 2. Safeway and ScotishCourage working together as a single team 3. Radical change in trial stores achieved through Busting Barriers 4. Identification of Key activities to take from trial into roll out 50 MUC0203922990201 Our work together has identified a number of things (1) Do Don39。 old Value lager Cider Premium ice lager Premium bottled lager Super strength lager Stout Standard Widget ale Bottled ale Asda Sainsbury Premium widget Stubbies Source: AGB Superpanel, 52 w/e 4th May 1998 Standard lager Somer field Up market amp。 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 ? Trade shoppers from standard to premium and from small to large packs ? Increase price on Real Ales 36 MUC0203922990201 % spend from 1644180。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 Su
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