【正文】 ? 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! Case Study Result Con ce ntra tePla nLas t Year This Year Next Year Share Poin tGapMarke t Sales 2156 2242 2264Growth % %Retaile r Sales 140 .3 116 .4 126 .4Retaile r Share % % %Retaile r F air Share % % Cash Profi t 4 0 4% Margin % % %Con ce ntra teTa rge tLas t Year This Year Next Year Share Poin tGapMarke t Sales 2156 2242 2264Growth % %Retaile r Sales 140 .3 116 .4 120 .0Retaile r Share % % %Retaile r F air Share % % Cash Profi t 4 0 0% Margin % % %。 R e ta i l e r C o m p . 1 C o m p . 2T o ta l N o . o f P r o m o s 26 21 22M i x , (s td v s . D e e p ). 85% 33% 55%Note the difference in Frequency and Mix Su m m ar y 。116. 4m116. 4m116. 4mT otal Sa l es I m pact。 A v e ra g e l e v e l o f Ac t i v i t y , A v e ra g e F re q u e n c y , R e g u l a rp ro m o t i o n t yp e s.Season al Se a s o n a l Pro mo t i o n Ac t i v i t y . C u st o mi se d p r o m o t i o n s f o r t h eca t e g o r y .C onv eni ence L o w l e v e l o f Ac t i v i t y .Promotion Tactics As a PRIORITY Category, we should BUILD sales volumes, using Major Brands and SKU’s. Strategic Summary Page 15 in the handout summarises what is agreed so far. This is the Blueprint for managing the Category. This is the reference for ALL actions and decisions as we work through the operational detail of the Plan. Segment Ranging Review (Concentrates) Page 16 details the SKU’s available in the market, what is stocked in the Retailers channel, the Retailer, and his Competitors. Note that Competitor 1 has 19 SKU’s. – Is this too broad? – How much of the market is covered by the existing 14 SKU’s? Segment Ranging Review (Concentrates) Page 17 ranks the SKU’ s by sales share for parison between the Retailer and the Market average. Note that 15 SKU’ s covers 95% of the market. 3 SKU’ s, (9,11,12) are not stocked. The retailer’ lowest 2 SKU’ s are poor performers in the market. Ranging Remendation R ang i ng R em end at i on and I m pactSK U Sh a r e Se g m e n tSi zeR e ta i l e r F a i rSh a r eI m p a c tA dd i t i on s。 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 ori t y B u i l d : 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 e Pro m o t i o nT y p e s, C u st o mi se d p ro m o t i o n s f o r Ma j o r Bra n d s a n d SK U 39。 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 onv eni ence A v a i l a b l e 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 Sto re l o c a t i o n 。 s o n l y .Ranging Tactics As a PRIORITY Category, we should stock a BROAD RANGE of SKU’s. Role P ri c i ng T a c t i c sD est i na t i 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 na l 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 en i en ce A c c e p ta b l e p r i c i n g . Sh o u l d b e w