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,*,*,*,CategoryManagementOverview,SixCoreElementsofAnheuser-Buschs Category ManagementProgram.,Focused Resources,asalesteam focusedonyourbusinessneeds.,Objectivity,wewillfocusonyour goals andyour shopper,sneeds,drivingtotalbeer category sales andprofits.,Best of Class Category ManagementProcess,our teamwillwork withyou to deliverresultsthrough industry leadingcategorymanagementpractices.,Data ResourcesandInsights,wehaveinvestedinthebestconsumerinformationintheindustry,enabling ourteam to makebetter business decisions.,Execution,wehavethefinest wholesalersystem in theindustry,capableofexecutingcategoryplansatstorelevel,betterthan anyothersupplier.,BusinessResults,wewillfocusoninnovation to deliver,“,“breakthroughresults”forthe entirebeercategory,.,TheFoundationofAnheuser-BuschCategoryManagement Initiatives,2,Anheuser-BuschTeam Resources,AnAnheuser-BuschTeam,ReadytoAddress YourBeerCategoryNeeds,RetailCustomers,RetailMarketing,Wholesaler Organization,InformationTechnology,Category,SpaceManager,IRI,Spectra&ACNielsen,On-Sites,GeoMarketing,KeyAccount,Manager,Marketing&Consumer,ResearchManagers,Micromarketing,BusinessAnalysts,SalesDirector/TeamLeader,Electronic,Commerce,SeniorManagement,CategoryManagers,CrossFunctional,DepartmentManagers,ToBetheFirstChoice of CustomersEverywhere,Anheuser-BuschVision&Mission,Vision,Through allofourproducts,services andrelationships,wewill addtolifesenjoyment.,Mission,Betheworld,sbeer company;enrichandentertain aglobalaudience;deliversuperiorreturns to ourshareholders.,CategoryManagement Vision&Mission,Tobethemostsoughtafterinternaland external retailindustryconsultant by exceedingcustomerneedsandexpectations.,Createcustomer/consumersatisfactionthatbuildscustomerloyalty.,Anheuser-BuschCorporateand Category,Management Vision&MissionStatements,4,SomethingOld andSomethingNew,ConsumerBehavior,CompetitiveEnvironment,CategoryGoals,CategoryManagement,CategoryManagement Takes YourTraditionalRetail,Activities andFunnels ThemThroughOverall Strategy,Product Mix,PromotionalPlan,RetailPricing,Merchandising,SpaceManagement,Category Management,Program,Category,Management,Program,5,Consumer Equity=Retailer Equity plus BrandEquity,Category Management,The Overall Purposeof Category Management,Building Consumer Equity,Consumer,Manufacturer Brand Equity,Retailer Equity,Category,Management,A-B Category Management Process,Understandretailergoals,objectives and currentmarket position,Uncover opportunities andprovide solutions,Communication and tracking,The Anheuser-Busch Category Management Process Consistsof ThreeMajorSteps,Scorecard/MeasureResults,Uncover Opportunities/ProvideSolutions,Assortment/Space,Assessment&Solutions,Promotion,Assessment,&Solutions,Behind each processstep,arethe traditionalindustryBestPractices,along with modificationsdesignedto meet specific needs oftheBeerCategory.,Communication&Tracking,PricingAssessment,&Recommendations,Category Assessment,Industry,Consumer/Shopper,Market/Retailer,Definition,Profile,CategoryRoles&Strategies,S.W.O.T.,In-Store,Review,A-BCategoryManagementProcess,UnderstandingRetailerGoals,Objectivesand,CurrentMarketPosition,CommunicateandExecute,CategoryPlan,BeforeanyCategoryManagementworkstarts,therearemanyStepIquestionsthatmustbeaddressed,suchas:,Fromaconsumerperspective,howistheBeerCategorydefined?,Whatistheretailer,soverallcorporatemissionandstrategy,andhowimportantisbeertotheretailer?,WhatisthekeyroleoftheBeerCategory?,Whatarethecurrentin-storeconditions?,Whataretheretailer,s,S,trengths,W,eaknesses,O,pportunities,&,T,hreats(SWOT)?,Definition,Profile,Category Roles&Strategies,S.W.O.T.,In-Store,Review,A-BCategoryManagementProcess,I.UnderstandingRetailerGoals,Objectivesand,CurrentMarketPosition,I.UnderstandingRetailerGoals,Objectivesand,CurrentMarketPosition,A-BCategoryManagementProcess,StepI,Profile,Category Roles&Strategies,Definition,S.W.O.T.,In-StoreReview,TheS.W.O.T.conceptmaybesimple,butatAnheuser-Busch,we,vefoundthistechniquetobeaveryeffectivewaytotaptheknowledgeandinsightsofallfocusedonyourobjectives,ABResources,HQ,Field,Wholesaler,RetailerResources,HQ,DivOffices,District,Stores,Retailer,Goals,&,Objectives,SWOTisOldFashionedYetEffective,TheS.W.O.T.process,nottypicallyfoundinindustryCategory,Managementpractices,allowsallpartnerstoconcentrateonkey,factorstoinsuresuccessinachievingyouroverallGoals&Objectives,S,trengths,W,eaknesses,O,pportunitiesand,T,hreats,Merchandising,Display&Ad/Features,SpaceManagement,Pricing,MarketLevelS.W.O.T.sFocusonIdentifyingOpportunitiesintheAreasofMerchandising,OperationsandMarketPositioning,MarketLevel,MarketPositioning,Competition,StoreCharacteristics/Culture,Operations,BackRoom,Delivery/ServiceFrequency,12,