【正文】 0 . 3 0 2 3 . 1 0 6Excl u d i n g D e cl i n e s, G ro w t h O p p o rt u n i t y = 1 3 . 6 7 % $ 5 2 . 6 5 8 mUnderperforming Segments Category Segment Assessment (Sales) Modern Trade Academy 169。 CBG) 2020 Ref: S a l e s 。 CBG) 2020 Ref: Tota l Ca t e gor y Las t Year Thi s Year N ex t Year Shar e Poi ntG apM a r ke t Sal es 7449 7702 780 2. 0G r o w t h 3. 40% 0. 13%R et ai l er Sal es 428 . 3 385 . 1R et ai l er Shar e 5. 75% 5. 0%R et ai l er Fai r Shar e 5. 3% 0. 3C as h Pr of i t 34. 3 35. 0% M ar gi n 8. 01% 9. 09%Loss of Share Worse than Total Retailer Sales Profit Maintained Category Assessment (Page 5) Modern Trade Academy 169。 CBG) 2020 Ref: Category Assessment What is the current performance of the Category and Segments? How does the performance pare to the Market? What are the Opportunities for Improvement? Modern Trade Academy 169。 CBG) 2020 Ref: The Category is Priority because of it’s importance to Sales and Profit, plus it’s petitive importance. Signature /Destination Priority Basic / Routine Occasional/Seasonal Fillin / Convenience Category Role Modern Trade Academy 169。 CBG) 2020 Ref: Fabrics Care Fabrics Cleanser Fabrics Conditioner Bleach Pretreater Main Wash Delicate Wash Rinse Softener Ironing Aids Normal Color Cleanser Conventional Concentrate Heavy Duty Liquid Light Duty Liquid Case Study Focus Fabrics Concentrate Modern Trade Academy 169。 Structure Fabric Care Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。 4 Category Definition Category Role (These are generally agreed by Supplier amp。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: Case Study Agenda Objectives of the Case Study Category Management Model Work through the Cat Man Process, (Scorecard amp。 CBG) 2020 Ref: Category Management Case Study Based on ECR Taiwan Category Management Pilot Project Modern Trade Academy 169。Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 Tactics) Write a Category Plan Modern Trade Academy 169。 CBG) 2020 Ref: Objectives of the Case Study Understand the Category Management Model. Understand the linkage between the Steps in the Model by working through Cat Man Process. Understand Practical Application of Category Management by Agreeing a Category Plan. Modern Trade Academy 169。 CBG) 2020 Ref: This Case Study Is the International Process. Is based on real SKU’s and market, but Data detail is changed for confidentiality. Modern Trade Academy 169。 CBG) 2020 Ref: Shelving Role Definition Assesment Scorecard Strategies Tactics Implementation Review Assortment Pricing Promotion International Category Management Model Modern Trade Academy 169。 CBG) 2020 Ref: Handout Material Pages 3 amp。 Retailer management in advance.) Modern Trade Academy 169。 CBG) 2020 Ref: Pretreater Cleanser Fabrics Care Fabrics Cleanser Fabrics Conditioner Bleach Main Wash Delicate Wash Rinse Softener Ironing Aids Normal Color Conventional Concentrate Heavy Duty Liquid Light Duty Liquid Category Definition amp。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 Unilever Modern Trade Academy (EAP amp。 F ai r S ha r e =5. 3%S ub C at La st Y ea r T hi s Y ea r M a r ket S ha r e P oi ntG apO pp ort un i t yG ap ( $)( 00 0, 00 039。 Unilever Modern Trade Academy (EAP amp。 A verage D ep t M argi n= 10 %S ub C at La st Y ea r T hi s Y ea r P oi nt G ap amp。 s) C a sh M g n C a sh M g nC on cen t r at e 4 9 2 4 . 0 3 . 5 1 % 4 9 0 0 . 0 4 . 2 1 %C on ven t i on al 4 4 9 8 . 9 4 . 6 0 % 4 4 6 0 . 0 4 . 9 5 %HDL 1 0 1 8 3 . 5 1 5 . 5 0 % 1 0 7 4 7 . 5 1 7 . 1 1 %S of t en er 2 3 7 5 . 1 9 . 1 0 % 2 4 8 2 . 5 9 . 4 0 %Po i n t G a p = 0 . 9 1O p p G a p = $ 3 , 5 1 2LD L 2 7 0 2 . 8 1 1 . 6 0 % 3 0 1 7 . 5 1 3 . 7 8 %S oa p 4 1 6 1 . 3 1 4 . 3 0 % 4 1 8 2 . 5 1 6 . 2 1 %P r eTreat 2 3 5 6 . 2 1 5 . 4 0 % 1 8 3 2 . 5 1 6 . 6 6 %B l ea ch 3 1 0 6 . 8 1 0 . 1 2 % 3 3 7 5 . 0 1 0 . 9 9 %T O T A L 3 4 3 0 8 . 6 8 . 0 1 % 3 4 9 9 7 . 5 9 . 0 9 %Excl u d i n g D e cl i n e s, Ma rg i nI m p ro v e m e n t O p p o rt u n i t y$ 1 1 , 4 4 7Clear Opportunities for Improvement Category Segment Assessment (Profit) Modern Trade Academy 169。 CBG) 2020 Ref: R e ta i l e r Sh a r e v s Ma r k e t G r o w th 1 1 . 0 0 % 6 . 0 0 % 1 . 0 0 %4 . 0 0 %9 . 0 0 %1 4 . 0 0 % 3 . 0 0 % 2 . 0 0 % 7 . 0 0 % 1 2