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1、Category Management Case Study,Based on ECR Taiwan Category Management Pilot Project,Case Study Agenda,Objectives of the Case Study 案例学习目标 Category Management Model品类管理模型 Work through the Cat Man Process, (Scorecard Ranging Pricing Promotion Shelving,Ranging Tactics,As a PRIORITY Category, we should
2、 stock a BROAD RANGE of SKUs.,Pricing Tactics,As a PRIORITY Category, we should adopt STRONGLY COMPETITIVE pricing.,Shelving Tactics,As a PRIORITY Category, we should adopt QUALITY location, with a slightly higher than average space allocation.,Promotion Tactics,As a PRIORITY Category, we should BUI
3、LD sales volumes, using Major Brands and SKUs.,Strategic Summary,Page 15 in the handout summarises what is agreed so far. This is the Blueprint for managing the Category. This is the reference for ALL actions and decisions as we work through the operational detail of the Plan.,Segment Ranging Review
4、(Concentrates),Page 16 details the SKUs available in the market, what is stocked in the Retailers channel, the Retailer, and his Competitors. Note that Competitor 1 has 19 SKUs. Is this too broad? How much of the market is covered by the existing 14 SKUs?,Segment Ranging Review(Concentrates),Page 17
5、 ranks the SKUs by sales share for comparison between the Retailer and the Market average. Note that 15 SKUs covers 95% of the market. 3 SKUs, (9,11, Check actual results against plan. Analyze and understand variance to plan. Start the process AGAIN by reworking the Category Assessment, and either confirming or revising the Category and Segment Targets.,REMEMBER: Category Management is a Process, NOT a task!,Case Study Result,
