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1、Category ManagementCase,2,Six Core Elements of Anheuser-Buschs Category Management Program,Focused Resourcesa sales team focused on your business needs. Objectivitywe will focus on your goals and your shoppers needs, driving total beer category sales and profits. Best of Class Category Management Pr
2、ocessour team will work with you to deliver results through industry leading category management practices. Data Resources and Insightswe have invested in the best consumer information in the industry, enabling our team to make better business decisions. Executionwe have the finest wholesaler system
3、 in the industry, capable of executing category plans at store level, better than any other supplier. Business Resultswe will focus on innovation to deliver “breakthrough results” for the entire beer category,The Foundation of Anheuser-BuschCategory Management Initiatives,Anheuser-Busch Team Resourc
4、es,An Anheuser-Busch Team, Ready to Address Your Beer Category Needs,Retail Customers,Retail Marketing,Wholesaler Organization,Information Technology,Category Space Manager,IRI, Spectra enrich and entertain a global audience; deliver superior returns to our shareholders,Category Management Vision &
5、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,5,Something Old and Som
6、ething 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,Consum
7、er 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 positi
8、on 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,Behind each process step, are the traditi
9、onal industry Best Practices, along with modifications designed to meet specific needs of the Beer Category,Communication & Tracking,Pricing Assessment & Recommendations,Definition,Profile, Category Roles & Strategies,S.W.O.T,In-Store Review,A-B Category Management Process,Understanding Retailer Goa
10、ls, 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
11、 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 Strengths, Weaknesses, Opportunities, & Threats (SWOT),A-B Category Management Process,I. Understanding Retailer Goals, Objectives and
12、 Current Market Position,I. Understanding Retailer Goals, Objectives and Current Market Position,A-B Category Management ProcessStep I,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 y
13、our 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
14、insure success in achieving your overall Goals & Objectives,Merchandising Display & Ad / Features Space Management Pricing,12,Strengths Weaknesses Opportunities and Threats,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
