【文章內(nèi)容簡(jiǎn)介】 f i cB ui l di ngX X XT r ansa ct i onB ui l di ngX X X XC ashG enerat i onXProf i tG enerat i onX X X XT urfD ef end i ngXExci t em entC r eat i onX XCategory StrategiesI m ageEn han cem entXBalanced Profit. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP CBG) 2023 Ref: Assign Strategies to Segments. (Page 12) C at ego r y S egment S t r at egi esC o n ce n t ra t e T ra f f i c Bu i l d i n gC o n v e n t i o n a l T ra n sa ct i o n Bu i l d i n gHDL C a sh G e n e ra t i o nSo f t e n e r T ra n sa ct i o n Bu i l d i n gL D L Pro f i t G e n e ra t i o nSo a p Pro f i t G e n e ra t i o nPre T re a t T ra n sa ct i o n Bu i l d i n gBl e a ch Pro f i t G e n e ra t i o nSegments with high shares are used for Profit Generation. High Unit price and “Related Sale” segments are used for Transaction Building. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP CBG) 2023 Ref: Category Tactics. Based on the Role, Scorecard and the Strategies, we now confirm the Tactics to use in each area。 ? Ranging ? Pricing ? Promotion ? Shelving Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP CBG) 2023 Ref: Role Ra nging Ta c t i c sD est i nat i on C o m p l e te R a n g e : W i d e st i n t h e m a rk e t , e v e ry t h i n g t h e co n su m e rw o u l d e xp e ct t o f i n d i s a v a i l a b l e , p l u s so me a d d i t i o n a l i t e m s.Al l su b ca t e g o r i e s, se g m e n t s, b ra n d s a n d SK U 39。 s re p re s e n t e d .Pri ori t y B r o a d R a n g e : At l e a st a s w i d e a s t h e co mp e t i t o r, w i t h so mea d d i t i o n a l i t e m s. Al l su b c a t e g o r i e s, se g me n t s a n d b r a n d sre p re se n t e d .B asi c B a s i c R a n g e : C o mp e t i t i v e w i d t h , t h e ma j o ri t y o f i t e m s t h eco n su m e r w o u l d e xp e ct i s a v a i l a b l e . Al l su b c a t e g o r i e s, Ma j o rBra n d s a n d M a j o r SK U 39。 s re p r e se n t e d .Seaso nal T i m e l y R a n g e : Al l su b ca t e g o ri e s a n d Se g m e n t s re p re se n t e d .C on v eni ence Se l e c t R a n g e : Ma j o r Bra n d s a n d SK U 39。 s o n l y .Ranging Tactics As a PRIORITY Category, we should stock a BROAD RANGE of SKU’s. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP CBG) 2023 Ref: Role P ri c i ng T a c t i c sD est i nati on A g g r e s s i v e V a l u e l e a d e rsh i p i n t h e m a rk e t . M u st o f f e r t h e b e stv a l u e , p e r p a ck , f o r t h e w h o l e ca t e g o ry .P r i ori t y Str o n g l y C o m p e ti ti v e p ri ci n g . Mu st o f f e r b e st v a l u e co m p a re d t oco mp e t i t o rs, (p e r p a ck ), f o r a l l m a j o r co mp o n e n t s o f t h e ca t e g o r y .Eq u a l w i t h co m p e t i t o r f o r m i n o r co m p o n e n t s.B asi c C o m p e ti ti v e p ri ci n g . Sh o u l d b e e q u a l t o co m p e t i t o rs, (p e r p a ck ), f o ra l l m a j o r co m p o n e n t s o f t h e ca t e g o r y . M i n o r co mp o n e n t s a t ap re m i u m .S easo nal C o m p e ti ti v e , s e a s o n a l l y . Sh o u l d b e cl o se t o co m p e t i t o r i n so m eco mp o n e n t s o f t h e ca t e g o r y .C on v eni enc e A c c e p ta b l e p r i c i n g . Sh o u l d b e w i t h i n 1 5 % o f t h e co m p e t i t i o n , (p e rp a ck ).Pricing Tactics As a PRIORITY Category, we should adopt STRONGLY COMPETITIVE pricing. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP CBG) 2023 Ref: Role S he l v i ng Ta c t i c sD est i nati on B e s t St o re l o c a t i o n 。 h i g h t ra f f i c f l o w , h i g h t i m e e xp o su re , H i g hSp a ce Al l o ca t i o n .P r i ori t y Q u a l i ty St o re l o ca t i o n 。 Me d i u m t ra f f i c f l o w , Av e ra g e t o H i g h Sp a c eAl l o ca t i o nB asi c A v e r a g e St o re l o c a t i o n 。 Av e ra g e t ra f f i c f l o w , Av e ra g e t o M i n i m u mSp a ce Al l o ca t i o nS easo nal G o o d St o re l o ca t i o n 。 h i g h t ra f f i c f l o w , Av e ra g e Sp a ce Al l o ca t i o n .C on v eni enc e A v a i l a b l e l o ca t i o n 。 L o w Sp a ce Al l o ca t i o n .Shelving Tactics As a PRIORITY Category, we should adopt QUALITY location, with a slightly higher than average space allocation. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP CBG) 2023 Ref: Rol e P rom ot i on Ta c t i c sD est i nat i on A g g r e s s i v e 。 H i g h l e v e l o f Ac t i v i t y , H i g h F re q u e n c y , Va ri a b l ePro mo t i o n T y p e s, C u st o m i se d p ro m o t i o n s f o r t h e C a t e g o r y .Pri or i t y B u i l d : H i g h l e