【文章內(nèi)容簡(jiǎn)介】 S e a s o n a l Co n v e n ie n c eT r af f i cB ui l di ngX X XT r an sa ct i onB ui l di ngX X X XC ashG en erat i onXP r ofi tG en erat i onX X X XT urfD ef en di ngXE xci t em en tC r eat i onX XCategory StrategiesI m ag eE nh an cementXBalanced Profit. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP CBG) 2023 Ref: Assign Strategies to Segments. (Page 12) C at egory Seg m ent Str 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 Ge 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 gLDL Pro f i t Ge n e ra t i o nSo a p Pro f i t Ge 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 Ge 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 ngi ng 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 .Season al 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 eason al 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 ence 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 nat i 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 .Pri 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 nSeaso 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 ence 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: Ro l e P rom ot i on Ta c t i c sD est i na t i on A g g r e s s i v e 。 H i g h l e v e l o f Act 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