國外品類管理案例

Category

Management

CaseSixCoreElementsofAnheuser-Busch’s

Category

Management

Program...Focused

Resources…a

sales

team

focusedon

your

business

needs.Objectivity…wewillfocusonyourgoalsandyourshopper’sneeds,drivingtotal

beer

category

salesandprofits.BestofClassCategoryManagementProcess…ourteamwillworkwithyouto

deliver

results

through

industry

leadingcategory

management

practices.DataResourcesandInsights…wehaveinvestedinthebestconsumer

information

in

the

industry,

enabling

our

team

tomake

better

business

decisions.Execution…wehavethefinestwholesalersystemintheindustry,capableof

executing

category

plansat

storelevel,

betterthan

anyother

supplier.BusinessResults…wewillfocusoninnovationtodeliver“breakthroughresults”

for

theentire

beercategory.The

Foundation

of

Anheuser-Busch

Category

Management

Initiatives2Anheuser-Busch

Team

ResourcesAnAnheuser-BuschTeam,Readyto

Address

Your

Beer

Category

NeedsRetail

CustomersRetail

MarketingWholesaler

OrganizationInformationTechnologyCategory

Space

ManagerIRI,

Spectra

&

ACNielsen

On-SitesGeo

MarketingKeyAccountManagerMarketing

&

Consumer

Research

ManagersMicromarketingBusiness

AnalystsSalesDirector/Team

LeaderElectronic

CommerceSeniorManagementCategory

ManagersCrossFunctionalDepartmentManagersTo

Be

the

First

Choice

of

Customers

EverywhereAnheuser-Busch

Vision

&

MissionVisionThroughallofour

products,servicesand

relationships,wewill

add

to

life’s

enjoyment.MissionBetheworld’sbeercompany;enrichand

entertainaglobal

audience;

deliversuperiorreturnsto

our

shareholders.Category

Management

Vision

&

MissionTobethemostsoughtafterinternalandexternalretailindustry

consultant

by

exceeding

customer

needs

and

expectations.Create

customer

/

consumer

satisfaction

that

builds

customer

loyalty.Anheuser-BuschCorporateandCategoryManagement

Vision

&

Mission

Statements4Something

Old

and

Something

NewConsumerBehavior

Competitive

Environment

Category

GoalsCategory

ManagementProduct

MixPromotional

PlanRetail

PricingMerchandising

Space

ManagementCategoryManagementProgramCategoryManagementTakesYourTraditionalRetail

Activities

and

Funnels

Them

Through

Overall

Strategy5Consumer

Equity

=

Retailer

Equity

plus

Brand

EquityCategory

ManagementThe

Overall

Purpose

of

Category

Management…

Building

Consumer

EquityConsumerManufacturerBrand

EquityRetailerEquityCategoryManagementA-B

Category

Management

ProcessUnderstandretailergoals,objectivesand

current

market

positionUncover

opportunities

and

provide

solutionsCommunication

and

trackingTheAnheuser-BuschCategoryManagement

Process

Consists

of

Three

Major

StepsAssortment/SpaceAssessment&

SolutionsPromotion

Assessment&

SolutionsBehindeach

processstep,are

thetraditional

industryBest

Practices,along

withmodifications

designedtomeet

specificneedsof

the

Beer

Category.PricingAssessment

&

RecommendationsUncover

Opportunities/Provide

SolutionsCategory

AssessmentIndustryConsumer/ShopperMarket/RetailerDefinitionProfile,

CategoryRoles&

StrategiesS.W.O.T.In-StoreReviewA-B

Category

Management

ProcessUnderstandingRetailerGoals,Objectivesand

Current

Market

PositionCommunication

&

TrackingCommunicate

and

Execute

Category

PlanScorecard

/

Measure

ResultsBeforeanyCategoryManagementworkstarts,thereare

many

Step

I

questions

that

must

be

addressed,

such

as:From

a

consumer

perspective,

how

is

the

Beer

Category

defined?What

is

the

retailer’s

overall

corporate

mission

and

strategy,

and

how

important

isbeerto

theretailer?What

is

the

key

role

of

the

Beer

Category?What

are

the

current

in-store

conditions?What

are

the

retailer’s

Strengths,

Weaknesses,

Opportunities,

&

Threats

(SWOT)?DefinitionProfile,

CategoryRoles&

StrategiesS.W.O.T.In-StoreReviewA-B

Category

Management

ProcessI. UnderstandingRetailerGoals,Objectivesand

Current

Market

PositionI. UnderstandingRetailerGoals,Objectivesand

Current

Market

PositionA-B

Category

Management

Process—Step

IProfile,

Category

Roles

&

StrategiesDefinitionS.W.O.T.In-StoreReviewTheS.W.O.T.conceptmaybesimple,butat

Anheuser-Busch,

we’ve

found

this

techniquetobeaveryeffectivewaytotap

the

knowledge

and

insights

of

all

focused

on

your

objectives…AB

ResourcesHQFieldWholesalerRetailer

ResourcesHQDiv

OfficesDistrictStoresRetailerGoals&ObjectivesSWOT

is

Old

Fashioned

Yet

EffectiveTheS.W.O.T.process,nottypicallyfoundinindustryCategoryManagement

practices,

allows

all

partners

to

concentrate

on

keyfactors

to

insure

success

in

achieving

your

overall

Goals

&

Objectives…MerchandisingDisplay

&

Ad

/

FeaturesSpace

ManagementPricingMarketLevelS.W.O.T.’sFocusonIdentifying

Opportuni