【正文】 CBG) 2020 Ref: 。 CBG) 2020 Ref: Case Study Result Co nc e nt ra tePl a nLast Y ear T his Y ear N ext Y ear S hare P ointG apM arket S ale s 2156 2242 2264G row th % %R etail er S ale s R etail er S ha re % % %R etail er F air S hare % % C ash P rofit % M argin % % %Co nc e nt ra teTa rg e tLast Y ear T his Y ear N ext Y ear S hare P ointG apM arket S ale s 2156 2242 2264G row th % %R etail er S ale s R etail er S ha re % % %R etail er F air S hare % % C ash P rofit % M argin % % %Modern Trade Academy 169。 ? Check actual results against plan. ? Analyze and understand variance to plan. ? Start the process AGAIN by reworking the Category Assessment, and either confirming or revising the Category and Segment Targets. REMEMBER: Category Management is a Process, NOT a task! Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: Balance the Plan Each Tactical Decision has produced a change in Sales amp。 CBG) 2020 Ref: Shelf Placement Review Programs such as “Spaceman” and “Apollo” assist greatly. Key elements are ? Balancing “Days of Supply” on shelf. ? Using Minimum Facings Rules and Maximum DOS to remend deletions. ? Allocating any “spare” space to SKU’s that support the Segment Strategy. Modern Trade Academy 169。 CBG) 2020 Ref: S K U S h a r e S a l e s Un i t s S h e l fP r i c eM a r g i n%Ca s hP r o f i tS h e l fP r i c eM a r g i n%Ca s hP r o f i tA T T A CK L I A NG T S A I 1 . 2 K G CO N 5 . 3 % 6 1 8 5 5 6 7 4 4 109 3 . 0 0 % 186 109 3 . 0 0 % 173A T T A CK L I A NG T S A I 2 K G CO NC 1 9 . 9 % 2 3 1 6 2 1 5 9 7 3 9 145 2 . 1 0 % 486 146 2 . 7 7 % 601A T T A CK S UP E R CO N. 1 . 2 K G 7 . 7 % 8 9 1 2 8 1 7 6 5 109 3 . 0 0 % 267 109 3 . 0 0 % 249A T T A CK S UP E R CO N. 2 K G 2 4 . 2 % 2 8 1 8 2 1 9 4 3 5 8 145 2 . 1 0 % 592 146 2 . 7 7 % 731B . C. S . UL T RA CO N. 1 K G R E F I L L 2 . 0 % 2 2 8 2 2 3 0 5 1 99 6 . 0 0 % 137 99 6 . 0 0 % 127B . C. S . UL T RA CO N. 1 . 2 K G P RI M 6 . 1 % 7 0 9 6 6 1 7 0 7 115 7 . 0 0 % 497 109 1 . 8 8 % 118B . C. S . UL T RA CO N. 2 . 7 K G R E F . 1 5 . 8 % 1 8 3 3 6 9 7 0 1 6 189 6 . 0 0 % 1 1 0 0 185 3 . 9 7 % 662CO L OR C A RE C ON . 1 K G RE F I L L 1 . 4 % 1 6 6 2 1 6 7 9 1 99 6 . 0 0 % 100 99 6 . 0 0 % 133CO L OR C A RE C ON . 1 . 2 K G P RI M 2 . 2 % 109 1 . 8 8 % 147CO L OR C A RE C ON . 2 . 7 K G RE F . 7 . 4 % 8 5 6 0 4 5 2 9 2 189 6 . 0 0 % 514 185 3 . 9 7 % 309J E T B E S T CO NC E NT RA T E 1 . 5 K G 1 . 7 % 2 0 1 4 1 5 6 1 4 129 1 5 . 0 % 302 129 1 5 . 0 % 281L A NP A O CO N 2 K G 1 . 9 % 135 1 8 . 8 % 391T I DE CO N. 3 9 OZ / 4 2 O Z 0 . 1 % 75 378 199 1 3 . 0 % 10T I DE CO N. 9 2 OZ / 2 . 6 K G 1 . 4 % 1 6 2 5 3 7 3 6 435 1 3 . 0 % 211 449 1 5 . 7 % 245W U L I N CO N 1 K G RE F I L L 0 . 4 % 424 4 7 6 3 89 6 . 0 0 % 25 95 1 1 . 9 % 326W U L I N CO N 1 . 2 K G P RI M 2 . 6 % 99 2 . 0 2 % 145W U L I N CO N 2 . 7 K G RE F I L L 6 . 8 % 7 8 8 3 4 4 0 4 0 179 6 . 0 0 % 473 175 3 . 8 5 % 2761 1 6 4 0 0 8 0 4 9 9 4 4 . 2 1 % 4 9 0 0 4 9 1 4ALL prices now petitive, with NO margin loss! Modern Trade Academy 169。 CBG) 2020 Ref: Segment Pricing Review Page 20 details the current pricing for the Retailer, and his Competitors. While the Retailer is petitive against Comp 1, (a high/low retailer), he is not petitive on shelf for the major ponents of the segment. Modern Trade Academy 169。 CBG) 2020 Ref: Promotion Review Impact In most cases, Price Elasticity and OnSale Mix are not well understood. The remendation is ESTIMATE the impact, and MEASURE the Actual Result for input to the next review. Modern Trade Academy 169。 CBG) 2020 Ref: S td Rati o Dee p Rati oA T T A CK L IA NG T S A I 1 .2 K G CONC 99 111 NcA T T A CK L IA NG T S A I 2 K G CONC 125 105A T T A CK S UP E R CON. 1 .2 K G 99 111 NcA T T A CK S UP E R CON. 2 K G 125 105B . .ULT RA CON. 1 K G RE F IL L 89 B . .ULT RA CON. 1 .2 K G P RIMB . .ULT RA CON. 2 .7 K G RE F IL L 169 106 NcCHI UE I CON. 1. 25 K GCHI UE I CON. 1. 5 K G NcCOLO R CA RE CON. 1 K G RE F IL L 89 COLO R CA RE CON. 1 .2 K G P RIMCOLO R CA RE CON. 2 .7 K G RE F IL L 169 106 NcJE T B E S T CONCE NT RA T E 1 .5 K G 109 JE T B E S T CONCE NT RA T E 2 K GLA NP A O 3 IN 1 ( 1 .2 5 K G )LA NP A O CON. 2 K G NcLI ON CON. 2 K G NcT IDE CON. 3 9O Z / 4 2O Z 169 T IDE CON. 9 2O Z / 2. 6K G 399 W U LI N CON 1 K G RE F IL L 79 W U LI N CON 1. 2 K G P RIM A RY NcW U LI N CON 2. 7 K G RE F IL L 159 107 NcSegment Promotion Review (Price Point) Almost all promotion price points are higher than the petitors. Page 19 outlines the current Price Point differential between the Retailer and his Competitors. Modern Trade Ac