为什么推出品类管理
Vision : 远景
To be recognized as one of the most professional FMCG company in China‘s modern trade
胡萝卜鸡蛋炒饭
使和路雪被公认为中国现代通路中最专业的快速消费品公司之一
Objectives: 目标
To strengthen our leadership in providing consistent approach to category business building dynamics and solutions
加强和路雪在品类业务发展上的领导力
Exhibit mutual profitable category and brands growth within retailer and supplier
促使零售商和供应商双方共同在品类及品牌上有利润的持续增长Why do we roll out CATMAN?
为什么推出品类管理？
Driving Factors 促进因素
Fierce Competition激烈的竞争
Retailer’s pressure on improving the outlets ACV and profitability 零售商要求提高单店销量及盈利能力的压力
Opportunity to advance professional management skills提升专
业管理水平的机会
Better understanding of consumers 更好了解消费者
Provide consumer more appealing and more convenient shopping environment 提供更有吸引力更方便的购物环境
Category Leadership 品类领导者
Product Innovation 产品创新
Consumer Experti 消费者认知
International Category Management experience
品类管理国际经验
Advantage of Wall in Category Management
和路雪在品类管理上的优势
*
Wall’s -The Leader
Across Channels and Category
和路雪－多渠道和品类领导者中国古代四大神话
#1 IN ICE CREAM
冰淇淋品类市场份额第一
Leader across multiple channels of distribution多渠道分销的领导者
Grocery 杂货Hypermarket 大卖场
Convenience Stores便利店Wholesale 批发
Department Stores百货商店Free Market 自由市场
Supermarket 超市
*
油画图片大全
Wall’s -Your Category Leader
和路雪-品类管理的领导者
Leadership in China - Nine years of learning
在中国的领导地位-九年的心得体会
5.3%
3.7%
0.9%
销售额
4 key Cities 2001
( SH/BJ/WH/GZ)
Source: Taylor Nelson
Consumer Experti
对消费者认知
Major Studies 主要调查
Taylor Nelson Sofres
Four Major city Study 主要城市市场调查
Profiles consumers 消费者概况
Inclusive of all Segments 包含品类中所有小分类
牛里脊肉怎么做好吃
Who is the shopper 谁是购买者
Why they shop 为什么购买
When they do 何时购买
Where they shop 在哪购买
AC Nieln － Consumer Market Segmentation 消费者市场分类
*
What is CATMAN?
什么是品类管理？
Process designed to bring retailer and supplier together via the common focus of category growth
品类管理是零售商和供应商以提高共同品类销售和利润为目标的一种管理程序草皮种植
The management of categories first, brand cond
以品类为先，品牌次之的管理方法
What is CATMAN?
什么是品类管理?
Fact-bad decision making designed to focus on stimulating positive consumer respon in-shop
以事实作为决策的依据，立足在终端有效刺激消费者
Process to build consumer insights and apply them to influence decisions at or near the point of purcha 是以建立消费者认知为基础，并影响消费者的购买决定
What is CATMAN? - Cont.
聂政刺韩王什么是品类管理?-续
Efficient Assortment 有效的产品分类
Space Optimization Initiatives 优化的空间管理
Effective In-Store Merchandising 有效的店内陈列
Improved Pricing & Promotion Practices 改进的定价和促销方案
Cornerstone of success
品类管理成功的三大基石
Optimum
Availability
Powerful
Promotions
World Class
Merchandising
BEST PRACTICE CATEGORY MANAGEMENT
BUSINESS PROCESS品类管理流程
Category Definition品类定义
Category Role品类角色
Category Asssment品类评估
从零开始学创业Category Scorecard评分卡
蔡一杰
