类别管理概要

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Category ManagementOverview,Six Core Elements of Anheuser-Buschs Category Management Program.,Focused Resources,a sales team focused on your business needs.,Objectivity,we will focus on your goals and your shoppers needs, driving total beer category sales and profits.,Best of Class Category Management Process,our team will work with you to deliver results through industry leading category management practices.,Data Resources and Insights,we have invested in the best consumer information in the industry, enabling our team to make better business decisions.,Execution,we have the finest wholesaler system in the industry, capable of executing category plans at store level, better than any other supplier.,Business Results,we will focus on innovation to deliver “breakthrough results” for the entire beer category,.,The Foundation of Anheuser-BuschCategory Management Initiatives,2,Anheuser-Busch Team Resources,An Anheuser-Busch Team, Ready to Address Your Beer Category Needs,Retail Customers,Retail Marketing,Wholesaler Organization,Information Technology,Category,Space Manager,IRI, Spectra &ACNielsen,On-Sites,Geo Marketing,Key Account,Manager,Marketing & Consumer,Research Managers,Micromarketing,Business Analysts,Sales Director/ Team Leader,Electronic,Commerce,Senior Management,Category Managers,Cross Functional,DepartmentManagers,To Be the First Choice of Customers Everywhere,Anheuser-Busch Vision & Mission,Vision,Through all of our products, services and relationships, we will add to lifes enjoyment.,Mission,Be the worlds beer company; enrich and entertain a global audience; deliver superior returns to our shareholders.,Category Management Vision & Mission,To be the most sought after internal and external retail industry consultant by exceeding customer needs and expectations.,Create customer / consumer satisfaction that builds customer loyalty.,Anheuser-Busch Corporate and Category,Management Vision & Mission Statements,4,Something Old and Something New,Consumer Behavior,Competitive Environment,Category Goals,Category Management,Category Management Takes Your Traditional Retail,Activities and Funnels Them Through Overall Strategy,Product Mix,Promotional Plan,Retail Pricing,Merchandising,Space Management,Category Management,Program,Category,Management,Program,5,Consumer Equity = Retailer Equity plus Brand Equity,Category Management,The Overall Purpose of Category Management,Building Consumer Equity,Consumer,Manufacturer Brand Equity,Retailer Equity,Category,Management,A-B Category Management Process,Understand retailer goals, objectives and current market position,Uncover opportunities and provide solutions,Communication and tracking,The Anheuser-Busch Category Management Process Consists of Three Major Steps,Scorecard / Measure Results,Uncover Opportunities/Provide Solutions,Assortment/Space,Assessment & Solutions,Promotion,Assessment,& Solutions,Behind each process step, are the traditional industry Best Practices, along with modifications designed to meet specific needs of the Beer Category.,Communication & Tracking,Pricing Assessment,& Recommendations,Category Assessment,Industry,Consumer/Shopper,Market/Retailer,Definition,Profile,Category Roles & Strategies,S.W.O.T.,In-Store,Review,A-B Category Management Process,Understanding Retailer Goals, Objectives and,Current Market Position,Communicate and Execute,Category Plan,Before any Category Management work starts, there are many Step I questions that must be addressed, such as:,From a consumer perspective, how is the Beer Category defined?,What is the retailers overall corporate mission and strategy, and how important is beer to the retailer?,What is the key role of the Beer Category?,What are the current in-store conditions?,What are the retailers,S,trengths,W,eaknesses,O,pportunities, &,T,hreats (SWOT)?,Definition,Profile,Category Roles & Strategies,S.W.O.T.,In-Store,Review,A-B Category Management Process,I. Understanding Retailer Goals, Objectives and,Current Market Position,I. Understanding Retailer Goals, Objectives and,Current Market Position,A-B Category Management ProcessStep I,Profile,Category Roles& Strategies,Definition,S.W.O.T.,In-StoreReview,The S.W.O.T. concept may be simple, but at Anheuser-Busch, weve found this technique to be a very effective way to tap the knowledge and insights of all focused on your objectives,AB Resources,HQ,Field,Wholesaler,Retailer Resources,HQ,Div Offices,District,Stores,Retailer,Goals,&,Objectives,SWOT is Old Fashioned Yet Effective,The S.W.O.T. process, not typically found in industry Category,Management practices, allows all partners to concentrate on key,factors to insure success in achieving your overall Goals & Objectives,S,trengths,W,eaknesses,O,pportunities and,T,hreats,Merchandising,Display & Ad / Features,Space Management,Pricing,Market Level S.W.O.T.s Focus on Identifying Opportunities in the Areas of Merchandising, Operations and Market Positioning,Market Level,Market Positioning,Competition,Store Characteristics / Culture,Operations,Back Room,Delivery / Service Frequency,12,