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1、接受培训和培训他人都是首要任务 - 重庆沙店生鲜部更多专业零售资料下载 尽在中国零售资讯吧 http:/ 本资料版权归原作者所有 1Category Management Case接受培训和培训他人都是首要任务 - 重庆沙店生鲜部更多专业零售资料下载 尽在中国零售资讯吧 http:/ 本资料版权归原作者所有 1接受培训和培训他人都是首要任务 - 重庆沙店生鲜部更多专业零售资料下载 尽在中国零售资讯吧 http:/ 本资料版权归原作者所有 2Six Core Elements of Anheuser-Buschs Six Core Elements of Anheuser-Buschs Cate
2、gory Management Program.Category Management Program.uFocused Resourcesa sales team focused on your business needs.uObjectivitywe will focus on your goals and your shoppers needs, driving total beer category sales and profits.uBest of Class Category Management Processour team will work with you to de
3、liver results through industry leading category management practices.uData Resources and Insightswe have invested in the best consumer information in the industry, enabling our team to make better business decisions.uExecutionwe have the finest wholesaler system in the industry, capable of executing
4、 category plans at store level, better than any other supplier.uBusiness Resultswe will focus on innovation to deliver “breakthrough results” for the entire beer category. The Foundation of Anheuser-BuschThe Foundation of Anheuser-Busch Category Management InitiativesCategory Management Initiatives2
5、接受培训和培训他人都是首要任务 - 重庆沙店生鲜部更多专业零售资料下载 尽在中国零售资讯吧 http:/ 本资料版权归原作者所有 3Anheuser-Busch Team ResourcesAnheuser-Busch Team ResourcesAn Anheuser-Busch Team, Ready to An Anheuser-Busch Team, Ready to Address Your Beer Category NeedsAddress Your Beer Category NeedsRetail CustomersRetail MarketingWholesaler Org
6、anizationInformation TechnologyCategory Space ManagerIRI, Spectra enrich and entertain a global audience; deliver superior returns to our shareholders.Category Management Vision & MissionCategory Management Vision & MissionuTo be the most sought after internal and external retail industry consultant
7、 by exceeding customer needs and expectations.uCreate customer / consumer satisfaction that builds customer loyalty.Anheuser-Busch Corporate and Category Anheuser-Busch Corporate and Category Management Vision & Mission StatementsManagement Vision & Mission Statements4接受培训和培训他人都是首要任务 - 重庆沙店生鲜部更多专业零售
8、资料下载 尽在中国零售资讯吧 http:/ 本资料版权归原作者所有 5Something Old and Something NewConsumer BehaviorCompetitive Environment Category GoalsCategory ManagementCategory ManagementCategory Management Takes Your Traditional Retail Category Management Takes Your Traditional Retail Activities and Funnels Them Through Overa
9、ll StrategyActivities and Funnels Them Through Overall StrategyProduct MixPromotional PlanRetail Pricing Merchandising Space ManagementCategory Management ProgramCategory Management Program5接受培训和培训他人都是首要任务 - 重庆沙店生鲜部更多专业零售资料下载 尽在中国零售资讯吧 http:/ 本资料版权归原作者所有 6Consumer Equity = Retailer Equity plus Brand
10、 EquityCategory ManagementCategory ManagementThe Overall Purpose of Category Management The Overall Purpose of Category Management Building Consumer Equity Building Consumer Equity ConsumerManufacturer Brand EquityRetailer EquityCategory Management接受培训和培训他人都是首要任务 - 重庆沙店生鲜部更多专业零售资料下载 尽在中国零售资讯吧 http:/
11、 本资料版权归原作者所有 7A-B Category Management ProcessA-B Category Management Process Understand retailer goals, objectives and current market position Uncover opportunities and provide solutions Communication and trackingThe Anheuser-Busch Category Management The Anheuser-Busch Category Management Process C
12、onsists of Three Major StepsProcess Consists of Three Major Steps接受培训和培训他人都是首要任务 - 重庆沙店生鲜部更多专业零售资料下载 尽在中国零售资讯吧 http:/ 本资料版权归原作者所有 8Scorecard / Measure ResultsUncover Opportunities/Provide SolutionsAssortment/Space Assessment & SolutionsPromotion Assessment & SolutionsBehind each process step, are th
13、e traditional industry Best Practices, along with modifications designed to meet specific needs of the Beer Category.Communication & TrackingPricing Assessment & RecommendationsCategory Assessment Industry Consumer/Shopper Market/RetailerDefinitionProfile, Category Roles & StrategiesS.W.O.T.In-Store
14、 ReviewA-B Category Management ProcessA-B Category Management ProcessUnderstanding Retailer Goals, Objectives and Current Market PositionCommunicate and Execute Category Plan接受培训和培训他人都是首要任务 - 重庆沙店生鲜部更多专业零售资料下载 尽在中国零售资讯吧 http:/ 本资料版权归原作者所有 9Before any Category Management work starts, there are many S
15、tep I questions that must be addressed, such as:uFrom a consumer perspective, how is the Beer Category defined?uWhat is the retailers overall corporate mission and strategy, and how important is beer to the retailer?uWhat is the key role of the Beer Category?uWhat are the current in-store conditions?uWhat are the retailers Strengths, Weaknesses, Opportunities, & Threats (SWOT)?DefinitionProfile, Category Roles & StrategiesS.W.O.T.In-Store ReviewA-B Category Managem
