品類(lèi)管理流程英文版-在線瀏覽
2025-02-18 22:03本頁(yè)面
【正文】 te g o r y T o ta lRevenue Market Share Consumption (Equiv. Volume) Outofstocks Profit Target Consumer Share ROI Process Category Strategies define the marketing, product supply, and in store service required to meet targets or hurdle rates. ? Transaction Efficiency/Traffic Builder ? Shopping/Information ? Entertainment Types of strategies: Source: Robert C. Blattberg, 1996 Process Category Tactics are the actions taken to implement the category strategies. Transaction efficiency/Traffic Builder Low price/convenience Category shopability Source: Robert C. Blattberg, 1996 Process Category Tactics are the actions taken to implement the category strategies. Transaction efficiency/Traffic Builder Low price/convenience Category shopability Shopping/information Unique offerings/high service Easy access to product information Source: Robert C. Blattberg, 1996 Process Category Tactics are the actions taken to implement the category strategies. Transaction efficiency/Traffic Builder Low price/convenience Category shopability Shopping/information Unique offerings/high service Easy access to product information Entertainment Stimulation/excitement Creative marketing/broad assortment Changing variety of products Source: Robert C. Blattberg, 1996 Process Category management plans are of little value unless they receive high quality implementation. Key Components of Plan Implementation: ? Common Language ? Buyin at ALL levels ? Clear Approval Process ? Clear Assignment of Responsibilities ? Implementation Schedule ? Predetermined Indicators of Success Process Category Review is the ongoing measurement of the progress of the plan and modification where necessary. Stages of Category Review: ? Opportunity and discovery process ? Input, analysis implementation ? Measurement, adjustment learning CATEGORY MANAGEMENT Reviewing the Category Targeting Consumers Planning Merchandising Implementing Strategy Evaluating Results Process Road Map Category Management Process Category Management Issues Category Management Definition Category Management is a source of petitive advantage. If it is so easy to do and everyone is doing it, where is the advantage? Category Management
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