品类管理流程(英文)

A distinct, manageable group of products/services that CONSUMERS perceive to be interrelated and/or substitutable in satisfying their need(s).
Category Definition - critical in determining the products that make up the category and in establishing the segmentation strategy.
category to that customer? What are the category trends?
volume, share, profits?
What are the key product segments?
What are the least and most important SKUs?
15%
Gap (%) Gap ($)
5% $50,000
Source: Borden, Inc.
Process
Key Questions in Conducting a Category Assessment
Who is my target customer? How important is this
Definition
“A Retailer-Supplier process of managing categories as Strategic Business Units, producing improved sales and profit results by focusing on satisfying consumer needs and delivering consumer value.”

Helps Manufacturers Position themselves as category captains for retailers Become an indispensable resource for the retailer Enhance brand profits
Road Map
Defining a Category by Usage Segment
Process
Lemon Juice Segmentation:
Refrigerated
Juices & drinks
Shelf stable
Glass/Plastic
Frozen
Aseptic
Ready to Serve Concentrate
Define Category Management
Category Management as a Business
Process
Category Management
Issues
Category Management as a Business Process.
Process
Category Review
Definition
“A Retailer-Supplier process of managing categories as Strategic Business Units, producing improved sales and profit results by focusing on satisfying consumer needs and delivering consumer value.”
How does defining a category help? Produces better retailer/manufacturer alignment with the consumer Creates better manufacturer-retailer alignment Gives new perspectives on how to view a product and/or category

category to that customer? What are the category trends?
volume, share, profits?
What are the key product segments?
What are the least and most important SKUs?
15%
Gap (%) Gap ($)
5% $50,000
Source: Borden, Inc.
Process
Key Questions in Conducting a Category Assessment
Who is my target customer? How important is this
Total Dollar Sales - Columbus Market $1,000,000
Total Dollar Sales - Kroger Columbus
$150,000
Kroger Market Share - Total Groceries
20%
Kroger Market Share - Candy
Source: ECR Best Practices Report
Category Management has expanding into durable goods and services.
Definition
Is Category Management just for the grocer? Durable Goods
Helps Manufacturers Position themselves as category captains for retailers Become an indispensable resource for the retailer Enhance brand profits

•Definition
•Efficient New Product Development
•Efficient
•CATEGORY •Efficient
Replenishment •MANAGEMENT Promotion
•Efficient Stor e Assortment
PPT文档演模板
品类管理流程[1]
•Supplier
•Distributor
•Retail •Store
•Consumer •Household
•Smooth, continual product flow matched to consumption
PPT文档演模板
品类管理流程[1]
•Category Management is at the at the core of ECR. CM provides a process & framework for collaboration.
•Information •Technology
•Enablers
•Scorecard
•Core
•Strategy •ganization •Capabilities
•Enablers
•Collaborative •Relationships
PPT文档演模板
•Helps Manufacturers Position themselves as category captains for retailers Become an indispensable resource for the retailer Enhance brand profits
PPT文档演模板
What is a Category?

Definition
Efficient New Product Development
Efficient
CATEGORY Efficient
Replenishment MANAGEMENT Promotion
Efficient Stor e Assortment
Category Management as a Business Process is comprised of interrelated components both within and outside of the organization.
❖ Discuss Critical Issues Related to Successfully Developing a Category Management System
Bringing Better Value to the Consumer is the Primary Focus of Category Management.
Why is it beneficial for Retailers and
Definition
Manufacturers to Invest in Category Management?
Helps Retailers l Define customer needs l Determine strategic issues l Enhance category and store profits
What is Category Management?
Definition
Information Technology
Enablers
Scorecard
Core

Defining a Category by Usage Segment
Process
Lemon Juice Segmentation:
Refrigerated
Juices & drinks
Shelf stable
Glass/Plastic
Frozen
Aseptic
Ready to Serve Concentrate
Total Dollar Sales - Columbus Market $1,000,000
ห้องสมุดไป่ตู้
Total Dollar Sales - Kroger Columbus
$150,000
Kroger Market Share - Total Groceries
20%
Kroger Market Share - Candy
Discuss Critical Issues Related to Successfully Developing a Category Management System
Bringing Better Value to the Consumer is the Primary Focus of Category Management.
A distinct, manageable group of products/services that CONSUMERS perceive to be interrelated and/or substitutable in satisfying their need(s).
Category Definition - critical in determining the products that make up the category and in establishing the segmentation strategy.

- NOT Sales or Gross Margin
路漫漫其悠远
SKILLS NEEDED TO BUILD BUSINESS Definition THROUGH CATEGORY MANAGEMENT
Data analysis and technical mastery Shopper and consumer understanding Strategy development Financial and logistics expertise Innovation Total Systems Focus
路漫漫其悠远
Why is it beneficial for Retailers and
Definition
Manufacturers to Invest in Category Management?
Helps Retailers Define customer needs Determine strategic issues Enhance category and store profits
品类Байду номын сангаас理流程英文
路漫漫其悠远 2020/3/31
Session Objectives: Define Category Management
Category Management
Process
Category Management
Issues
Define Category Management (CM)
Supplier
Distributor
Retail Store
Consumer Household
Smooth, continual product flow matched to consumption

CATEGORY MANAGEMENT
Session Objectives: Define Category Management
Category Management
Process
Category Management
Issues
l Define Category Management (CM)
Why is it beneficial for Retailers and
Definition
Manufacturers to Invest in Category Management?
Helps Retailers l Define customer needs l Determine strategic issues l Enhance category and store profits
CATEGORY MANAGEMENT: HOW IS IT DIFFERENT?
Definition
Category/Brand/SKU Management under one Decision Maker
Consumer-Focused Strategies Data-based Decision Making Proactive Business Planning Collaborative Work Process Manage Category As Business Unit Focused on Category ROI
Definition
“A Retailer-Supplier process of managing categories as Strategic Business Units, producing improved sales and profit results by focusing on satisfying consumer needs and delivering consumer value.”

Definition
Helps Manufacturers Position themselves as category captains for retailers Become an indispensable resource for the retailer Enhance brand profits
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
How important is this category to that customer? What are the category trends?
volume, share, profits?


What are the key product segments? What are the least and most important SKUs?

Durable Goods

Auto Industry - GM Pontiac & Ford

Service Industry

Phone Service Financial Services/Banks
The ECR System
Timely, accurate, paperless information flow
Efficient New Product Development

Source: ECR Best Practices Report
Category Management has expanding into durable goods and services.
Definition
Is Category Management just for the grocer? Durable Goods
Supplier
Distributor
Retail Store
Consumer Household
Smooth, continual product flow matched to consumption
Category Management is at the at the core of ECR. CM provides a process & framework for collaboration.
Total Dollar Sales - Columbus Market $1,000,000
Total Dollar Sales - Kroger Columbus
$150,000
Kroger Market Share - Total Groceries
20%
Kroger Market Share - Candy
What is Category Management?
Definition
Information Technology
Enablers
Scorecard
Core
Strategy &
Business Process
Organization Capabilities
Enablers
Collaborative Relationships

Why is it beneficial for Retailers and
Definition
Manufacturers to Invest in Category Management?
Helps Retailers Define customer needs Determine strategic issues Enhance category and store profits
product and/or category
Defining a Category by Usage Segment
Process
Lemon Juice Segmentation:
Refrigerated
Juices & drinks
Shelf stable
Glass/Plastic
Frozen
Process
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).
Definition
Efficient New Product Development
Efficient
CATEGORY Efficient
Replenishment MANAGEMENT Promotion
Efficient Stor e Assortment
Category Management as a Business Process is comprised of interrelated components both within and outside of the organization.