【正文】 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: Review After a reasonable period of time。 Profit. Add up the value of each change and pare with the original targets in the Scorecard section. Adjust the plans. Agree with Management that the result is acceptable. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 R e t a i l e r C om p. 1 C om p. 2Tota l N o. of P r om os 26 21 22M i x , ( s t d v s . D e e p). 85% 33% 55%Note the difference in Frequency and Mix Modern Trade Academy 169。116. 4m116. 4m116. 4mT ot al S al es I m pac t 。12) are not stocked. The retailer’ lowest 2 SKU’s are poor performers in the market. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。 s .Bas i c M a inta i n。 L o w S p a c e A l l o c a ti 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。 h i g h t ra ff i c f l o w , h i g h t i m e e x p o s u re , H i g hS p a c e A l l o c a ti o n .Pr i or i t y Qu a li ty S to re l o c a ti o n 。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: Ro l e Ra ng i ng Ta c ticsDest i nat i on C om pl e te R a nge : W i d e s t i n t h e m a rk e t , e v e ry t h i n g t h e c o n s u m e rw o u l d e x p e c t t o f i n d i s a v a i l a b l e , p l u s s o m e a d d i t i o n a l i t e m s .A l l s u b c a t e g o r i e s , s e g m e n t s , b ra n d s a n d S K U 39。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: O b j ec t i v e: R eg ai n M a r ket S ha r e an d M ai nt ai n C ash P r of i t ab i l i t y .To t a l C a t e go r y La st Y ea r T hi s Y ea r N ex t Y ea r S ha r e P oi ntG apM a r ket S al es 7449 7702 78 02 . 0G r o w t h 3. 40 % 0. 13 %R et ai l er S al es 42 8. 3 38 5. 1R et ai l er S ha r e 5. 75 % 5. 0 %R et ai l er F ai r S ha r e 5. 3 % 0. 3C ash P r of i t 34 . 3 35 . 0% M argi n 8. 01 % 9. 09 %$ % $ % This is % growth, but this Retailer wants Growth amp。 CBG) 2020 Ref: R e ta i l e r Sh a r e v s Ma r k e t G r o w th0 . 5 0 %2 . 5 0 %4 . 5 0 %6 . 5 0 %2 . 5 0 %R e t a i l e r S h a r eMarket GrowthC o n c e n t r a t eC o n v e n t i o n a lHDLS o f t e n e rB l e a c h…but, Clear opportunities to Increase Sales! Opportunity Gaps (LH) Winners (HH) Sleepers (HL) Questionable (LL) Category Assessment (Four Largest Segments) Modern Trade Academy 169。 s) C a sh M g n C a sh M g nC on cen t r at e 4 9 2 4 . 0 3 . 5 1 % 4 9 0 0 . 0 4 . 2 1 %C on ven t i on al 4 4 9 8 . 9 4 . 6 0 % 4 4 6 0 . 0 4 . 9 5 %HDL 1 0 1 8 3 . 5 1 5 . 5 0 % 1 0 7 4 7 . 5 1 7 . 1 1 %S of t en er 2 3 7 5 . 1 9 . 1 0 % 2 4 8 2 . 5 9 . 4 0 %Po i n t G a p = 0 . 9 1O p p G a p = $ 3 , 5 1 2LD L 2 7 0 2 . 8 1 1 . 6 0 % 3 0 1 7 . 5 1 3 . 7 8 %S oa p 4 1 6 1 . 3 1 4 . 3 0 % 4 1 8 2 . 5 1 6 . 2 1 %P r eTreat 2 3 5 6 . 2 1 5 . 4 0 % 1 8 3 2 . 5 1 6 . 6 6 %B l ea ch 3 1 0 6 . 8 1 0 . 1 2 % 3 3 7 5 . 0 1 0 . 9 9 %T O T A L 3 4 3 0 8 . 6 8 . 0 1 % 3 4 9 9 7 . 5 9 . 0 9 %Excl u d i n g D e cl i n e s, Ma rg i nI m p ro v e m e n t O p p o rt u n i t y$ 1 1 , 4 4 7Clear Opportunities for Improvement Category Segment Assessment (Profit) Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 Retailer management in advance.) Modern Trade Academy 169。 CBG) 2020 Ref: Shelving Role Definition Assesment Scorecard Strategies Tactics Implementation Review Assortment Pricing Promotion International Category Management Model Modern Trade Academy 169。 CBG) 2020 Ref: Objectives of the Case Study Understand the Category Management Model. Understand the linkage between the Steps in the Model by working through Cat Man Process. Understand Practical Application of Category Management by Agreeing a Category Plan. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。Modern Trade Academy 169。 CBG) 2020 Ref: Case Study Agenda Objectives of the Case Study Category Management Model Work through the Cat Man Process, (Scorecard amp。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: Fabrics Care Fabrics Cleanser Fabrics Conditioner Bleach Pretreater Main Wash Delicate Wash Rinse Softener Ironing Aids Normal Color Cleanser Conventional Concentrate Heavy Duty Liquid Light Duty Liquid Case Study Focus Fabrics Concentrate M