【正文】 tock a BROAD RANGE of SKU’s. Modern Trade Academy 169。 s re p re s e n t e d .Pr i or i t y B r oa d R a nge : A t l e a s t a s w i d e a s t h e c o m p e t i t o r, w i t h s o m ea 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 a n d b r a n d sre p re s e n t e d .Basi c B a s i c R a nge : C o m p e t i t i v e w i d t h , t h e m a j o ri t y o f i t e m s t h ec o n s u m e r w o u l d e x p e c t i s a v a i l a b l e . A l l s u b c a t e g o r i e s , M a j o rB ra n d s a n d M a j o r SK U 39。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: Category Tactics. Based on the Role, Scorecard and the Strategies, we now confirm the Tactics to use in each area。 CBG) 2020 Ref: Assign Strategies to Segments. (Page 12) Ca t e go r y Se gm e nt St r a t e gi e sC o n c e n tra te T ra f fi c B u i l d i n gC o n v e n ti o n a l T ra n s a c ti o n B u i l d i n gHDL C a s h Ge n e ra ti o nS o ft e n e r T ra n s a c ti o n B u i l d i n gLDL P ro fi t G e n e ra ti o nS o a p P ro fi t G e n e ra ti o nP re T re a t T ra n s a c ti o n B u i l d i n gB l e a c h P ro fi t G e n e ra ti o nSegments with high shares are used for Profit Generation. High Unit price and “Related Sale” segments are used for Transaction Building. Modern Trade Academy 169。 CBG) 2020 Ref: Category Strategies (Page 11) We use a different mix of Strategies, for each Category Role. Cat egor y Ro l esS tra te g yMa tri xD es t in at io n P r io r it y B as ic S ea so n al C o n v en ie n ceT r af f i cBu i l di ngX X XT r ans a ct i onBu i l di ngX X X XCashG ene r at i onXPr of i tG ene r at i onX X X XT ur fDef endi ngXExci t em entCre at i onX XCategory StrategiesI m ageEnhancem entXBalanced Profit. Modern Trade Academy 169。Pri ce , Se rv i ce , Q u a l i t y , Va ri e t y .Modern Trade Academy 169。 CBG) 2020 Ref: Category Strategies (Page 11) We assign different Strategies to each Segment to ensure we have a balanced Business Plan. S t ra t e g y De f i nitionT r af f i c B u i l d i n g F o cu se s o n d r a w i n g co n s u m e r t ra f f i c t o t h e st o re a n d / o r i n t o t h eca t e g o r y a n d a i s l e .T r an sa ct i o n B u i l d i n g F o cu s o n i n cr e a si n g t h e si z e o f t h e a v e ra g e t ra n sa ct i o n i n t h eca t e g o r y , a i sl e o r t o t a l st o re .C ash G en erat i o n F o cu s u si n g p a rt s o f t h e ca t e g o r y t o g e n e ra t e ca s h f l o w f o r t h ere t a i l e r.P r o f i t G en erat i o n F o cu s o n u si n g p a rt s o f t h e ca t e g o r y t o g e n e r a t e a b o v e ca t e g o r ya v e ra g e p ro f i t s.T u r f D ef en d i n g Ag g re ssi v e l y u s e p a rt s o f t h e ca t e g o r y t o p ro t e ct t h e re t a i l e rsb u si n e ss i n t h e ca t e g o r y f ro m t a rg e t e d co m p e t i t o rs.E xci t em en t C r eat i o n U se t o co mmu n i c a t e a se n s e o f u rg e n c y o r o p p o rt u n i t y t o t h eco n su m e r.I m ag e E n h an cement U se i n a ca t e g o r y t o h e l p t h e re t a i l e r co mm u n i ca t e i t 39。 CBG) 2020 Ref: Repeat the exercise for each Segment. Conc e ntra t e Las t Year Thi s Year N ex t Year Shar e Poi ntG apM a r ke t Sal es 2156 2242 2264G r o w t h 3. 99 % 0. 98 %R et ai l er Sal es 140 . 3 116 . 4R et ai l er Shar e 6. 51 % 5. 19 %R et ai l er Fai r Shar e 5. 3 % 0. 11C as h Pr of i t 4. 924 4. 900% M ar gi n 3. 51 % 4. 21 %$ % $ % Should we try and retain share in Segments with more than “Fair Share”? DEFINITELY YES! But not at the expense of Margin! Segment Scorecard (Page 9) Modern Trade Academy 169。 Market Share. Overall Management Goal for the Category Category Scorecard (Page 8) 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。O pp ort un i t y G ap ( $ )( 00 039。 CBG) 2020 Ref: P rof it。 s) M k t R e t M k t R e t LY TYC on cen t r at e 2156 1 4 0 . 3 2242 1 1 6 . 4 6 . 5 1 % 5 . 1 9 % 0 . 1 1 2 . 4 2 6C on ven t i on al 1904 9 7 . 8 1981 9 0 . 1 5 . 1 4 % 4 . 5 5 % 0 . 7 5 1 4 . 8 9 3HDL 1639 6 5 . 7 1737 6 2 . 8 4 . 0 1 % 3 . 6 2 % 1 . 6 8 2 9 . 2 6 1S of t en er 561 2 6 . 1 594 2 6 . 4 4 . 7 1 % 4 . 4 4 % 0 . 8 6 5 . 0 8 2LD L 480 2 3 . 3 432 2 1 . 9 4 . 8 5 % 5 . 0 7 % 0 . 2 3 0 . 9 9 6S oa p 212 2 9 . 1 206 2 5 . 8 1 3 . 7 % 1 2 . 5 % (7 . 2 0 ) (1 4 . 8 8 2 )P r eTreat 103 1 5 . 3 108 1 1 . 0 1 4 . 8 % 1 0 . 2 % (4 . 9 0 ) (5 . 2 7 6 )B l ea ch 394 3 0 . 7 402 3 0 . 7 7 . 7 9 % 7 . 6 4 % (2 . 3 4 ) (9 . 3 9 4 )T O T A L 7449 4 2 8 . 3 7702 3 8 5 . 1 5 . 7 5 % 5 . 0 0 %