品類管理流程ppt38英文-流程管理(存儲(chǔ)版)
【正文】 etter manufacturerretailer alignment ? Gives new perspectives on how to view a product and/or category Process Juices amp。 drinks Shelf stable Refrigerated Frozen Glass/Plastic Aseptic Ready to Serve Concentrate Category SubCategory Segment SubSegment Defining a Category by Usage Segment Lemon Juice Segmentation: Source: Borden, Inc. Process Category Role (or purpose) defines how the consumer views the category. Possible Category Roles: ? Destination ? Convenience ? Routine ? Seasonal/Occasional Process Category Assessment Category Assessment involves conducting a plete analysis of the category by investigating it’s subcategories, usersegments, brands, and SKUs. Such an analysis must be based on current consumer, distributor, supplier and market information. Process One example might be identifying the gap between the current sales and the potential sales of a category. C a te g o r y : C a n d yMa r k e t: C o l u m b u sS to r e : K r o g e rT o t a l D o l l a r S a l e s C o l u m b u s Ma rke t $ 1 , 0 0 0 , 0 0 0T o t a l D o l l a r S a l e s K ro g e r C o l u m b u s $ 1 5 0 , 0 0 0K ro g e r Ma rke t S h a re T o t a l G ro ce ri e s 20%K ro g e r Ma rke t S h a re C a n d y 15%G a p (% ) 5%G a p ($ ) $ 5 0 , 0 0 0 Source: Borden, Inc. Process Key Questions in Conducting a Category Assessment ? Who is my target customer? ? How important is this category to that customer? ? What are the category trends? volume, share, profits? ? What are the key product segments? ? What are the least and most important SKUs? Process Key Questions in Conducting a Category Assessment (continued) ? How well is shelf space aligned to SKU movement? ? How do consumers view brands? Brand names versus store brands ? When they make a purchase, How large is it? What else do they buy? ? How does the category’s pricing pare to the rest of the store? Process Key Questions in Conducting a Category Assessment (continued) ? How does the category’s pricing pare to the market? ? What percentage of volume is sold on promotion? ? What is the impact of featuring and display? ? What brands and sizes “define” and/or build the category? Process The Category Sc
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