品類管理流程英文ppt38頁-文庫吧資料
2025-01-21 22:04本頁面
【正文】 s to Invest in Category Management? Helps Retailers ? Define customer needs ? Determine strategic issues ? Enhance category and store profits Definition Why is it beneficial for Retailers and Manufacturers to Invest in Category Management? Helps Retailers ? Define customer needs ? Determine strategic issues ? Enhance category and store profits Helps Manufacturers ? Position themselves as category captains for retailers ? Bee an indispensable resource for the retailer ? Enhance brand profits Road Map Category Management as a Business Process Category Management Issues Define Category Management Process Category Management as a Business Process. Category Definition Category Role Category Assessment Category Scorecard Category Strategies Category Tactics Plan Implementation Category Review Source: The Partnering Group What is a Category? A distinct, manageable group of products/services that CONSUMERS perceive to be interrelated and/or substitutable in satisfying their need(s). Process Category Definition critical in determining the products that make up the category and in establishing the segmentation strategy. What is a Category? A distinct, manageable group of products/services that CONSUMERS perceive to be interrelated and/or substitutable in satisfying their need(s). Process Category Definition critical in determining the products that make up the category and in establishing the segmentation strategy. How does defining a category help? ? Produces better retailer/manufacturer alignment with the consumer ? Creates better manufacturerretailer alignment ? Gives new perspectives on how to view a product and/or category Process Juices drinks Shelf stable Refrigerated Frozen Glass/Plastic Aseptic Ready to Serve Concentrate Category SubCategory Segment SubSegment Defining a Category by Usage Segment Lemon Juice Segmentation: Source: Borden, Inc. Process Category Role (or purpose) defines how the consumer views the category. Possible Category Roles: ? Destination ? Convenience ? Routine ? Seasonal/Occasional Process Category Assessment Category Assessment involves conducting a plete analysis of the category by investigating it’s subcategories, usersegments, brands, and SKUs. Such an anal
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