啤酒業(yè)務(wù)通過伙伴分類管理獲得利潤增長-文庫吧資料
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【正文】 5 fair Share = % 10 10 20 30 40 50 10 20 15 38 MUC0203922990201 The aim was to gain Fair Share by 2021 Conclusion: Category Performances Measures Customer Forecast 1998/99 Objective 1999/00 Objective 2021/01 Loyalty Closure rate Average weight of purchase 163。 old % spend from ABC1s Up market amp。s Safeway is in an ideal position to take advantage of the growing premium lager sector Down market amp。s relative position still weak 3. Large brewers can support beers as a preferred category 34 MUC0203922990201 DUMMY: Category assessment shows an 163。 152 m 32 MUC0203922990201 Main changes in our view of the category ? We added additional segments such as draft bitter, stubbies and ice lager ? We moved from an industryled to a consumerdriven definition – Not the alcohol content, but more the drinking occasion was considered – We changed the description of our segments to the customer39。s take home share is less than half of other countries Take home beer as a percentage of total beer sales USA 70% Germany 65% France 61% UK 29% Source: Canadean 1998 15 MUC0203922990201 DUMMY: Longterm of trade share of beer 16 MUC0203922990201 DUMMY: Main differences between Germany and UK 17 MUC0203922990201 Within the Take Home sector off licenses are still a significant channel ? Multiple grocers share of the beer channel has shown no long term growth since 1995 ? Multiple specialists are defending their business base as seen in recent merger activity ? Understanding customer motivations by channel and store type will be vital in order for multiple grocers to successfully steal market share in future Market situation % value share by channel 93 94 95 96 97 Multiple Grocers Coop Multiple Specialists Independents Source: AC Nielsen, Dec 97 18 MUC0203922990201 B. What were our market objectives? 19 MUC0203922990201 DUMMY: The Beer Category Management Project was part of Safeways wider Category Management initiative 20 MUC0203922990201 Safeway wanted to improve its weak position in the market 1 5 1 050510152025% Share in Beer Indexed on Packaged Groceries Share (BDI) 13 14 6 6 19 21 6 6 7 11 Sainsbury Safeway Somerfield Asda Tesco 52w/e May 04 97 52w/e May 03 98 Source: AGB Liqu246。 357 m ? Stores: 490 ? Average Size: 21,000sqft ? Average weekly customer count: 6 million 7 MUC0203922990201 0510152025T e s c o JS A s d a S a f e w a y S o m e rf i e l dThe grocery market in the UK is highly concentrated with the top 5 players accounting for nearly 70% MarketShare – Year to Sept. 1999 %Share 8 MUC0203922990201 DUMMY: Safeway relative position on beer is now strong 9 MUC0203922990201 DUMMY: Corporate Structure 10 MUC0203922990201 DUMMY: Key facts 11 MUC0203922990201 DUMMY: Split of channels, Key brands 12 MUC0203922990201 The total brand portfolio is large, but concentrated in the hands of a few owners Own label % Scottish Courage % Bass % Carlsberg Tetley % Guinness % Other % Whitbread % Source: Nielsen Retail Audit, AC Nielsen Market share (multiple grocers) Top 5 Brand’s share by market 0 20 40 60 80Detergents Instant Coffee Cat Food Tea Butter, spread Yogurts Snack Products Cereals Beer 73 70 64 52 46 42 35 33 17 13 MUC0203922990201 DUMMY: Longterm on amp。 4 MUC0203922990201 Content Page A. Background infor
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