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1、 Vision : 远景tTo be recognized as one of the most professional FMCG company in Chinas modern trade使和路雪被公认为中国现代通路中最专业的快速消费品公司之一Objectives: 目标tTo strengthen our leadership in providing consistent approach to category business building dynamics and solutions 加强和路雪在品类业务发展上的领导力t Exhibit mutual profitable
2、category and brands growth within retailer and supplier促使零售商和供应商双方共同在品类及品牌上有利润的持续增长 Why do we roll out CATMAN?Why do we roll out CATMAN? 为什么推出品类管理？为什么推出品类管理？ Driving Factors 促进因素Fierce CompetitionFierce Competition激烈的竞争激烈的竞争Retailers pressure on improving the outlets ACV and profitability 零 售商要求提高单店
3、销量及盈利能力的压力 Opportunity to advance professional management Opportunity to advance professional management skillsskills提升专业管理水平的机会提升专业管理水平的机会 Better understanding of consumers 更好了解消费者Provide consumer more appealing and more Provide consumer more appealing and more convenient shopping environment conve
4、nient shopping environment 提供更有吸引力更方便的购物提供更有吸引力更方便的购物环境环境Category LeadershipCategory Leadership品类领导者品类领导者Product InnovationProduct Innovation产品创新产品创新Consumer ExpertiseConsumer Expertise消费者认知消费者认知International Category Management experienceInternational Category Management experience 品类管理国际经验品类管理国际经验
5、Advantage of Wall in Category Management 和路雪在品类管理上的优势*Walls -The Leader Across Channels and Category 和路雪多渠道和品类领导者# #1 1 ININ ICE CREAM ICE CREAM冰淇淋品类市场份额第一冰淇淋品类市场份额第一Leader across multiple channels of distributionLeader across multiple channels of distribution多渠道分销的领导者多渠道分销的领导者Grocery Grocery 杂货杂货Hy
6、permarket Hypermarket 大卖场大卖场 Convenience StoresConvenience Stores便利店便利店Wholesale Wholesale 批发批发 Department StoresDepartment Stores百货商店百货商店Free Market Free Market 自由市场自由市场 Supermarket Supermarket 超市超市*Walls -Your Category Leader和路雪-品类管理的领导者Leadership in China - Nine years of learning在中国的领导地位-九年的心得体会5
7、.3%3.7%0.9%销售额 4 key Cities 2001( SH/BJ/WH/GZ)Source: Taylor Nelson Consumer Expertise 对消费者认知Major Studies Major Studies 主要调查主要调查vvTaylor Nelson SofresTaylor Nelson SofresFour Major city Study Four Major city Study 主要城市市主要城市市场调查场调查Profiles consumers Profiles consumers 消费者概消费者概况况Inclusive of all Segm
8、entsInclusive of all Segments包含品类中包含品类中所有小分类所有小分类 Who is the shopperWho is the shopper谁谁是购买者是购买者Why they shopWhy they shop为什么购买为什么购买When they do When they do 何时购买何时购买Where they shopWhere they shop在哪购买在哪购买vvAC Nielsen AC Nielsen Consumer Market Segmentation Consumer Market Segmentation 消消 费费 者者 市市 场场
9、 分分 类类*What is CATMAN?What is CATMAN?什么是品类管理？什么是品类管理？ vv Process designed to bring retailer and supplier Process designed to bring retailer and supplier together via the common focus of category growthtogether via the common focus of category growth品类管理是零售商和供应商以提高共同品类销售和利润为目品类管理是零售商和供应商以提高共同品类销售和利润为
10、目标的一种管理程序标的一种管理程序vv The management of categories first, brand secondThe management of categories first, brand second以以 品类为先品类为先，品牌次之的管理方法，品牌次之的管理方法What is CATMAN? 什么是品类管理?vv Fact-based decision making designed to focus on Fact-based decision making designed to focus on stimulating positive consumer
11、response in-shopstimulating positive consumer response in-shop以事实作为决策的依据以事实作为决策的依据, ,立足在终端有效刺激消费者立足在终端有效刺激消费者vv Process to build consumer insights and apply them Process to build consumer insights and apply them to influence decisions at or near the point of purchase to influence decisions at or nea
12、r the point of purchase 是以建立消费者认知为基础是以建立消费者认知为基础，并影响消费者的购买决定并影响消费者的购买决定What is CATMAN? - Cont.什么是品类管理?-续vEfficient Assortment 有效的产品分类 vSpace Optimization Initiatives 优化的空间管理 vEffective In-Store Merchandising 有效的店内陈列 vImproved Pricing an impuls or pre-determined purchase?Source: Isence shopper 消费者评估-
13、续 消费者对冰淇淋产品的忠诚度比较高。一般的， 消费者会有3个左右最喜爱的品牌，而且通常会 从这3个品牌中选择。和路雪的冰淇淋产品给人的印象是“奶质（ creamy）”(味道好，但不太解渴)。因此，春秋 季节购买和路雪的人会比较多。而光明等品牌给人的感觉是比较“冰”，因此更适 合夏天食用。Source: AC Nielsen消费者评估-续 知名品牌的新产品对消费者很有吸引力，尝试率很高。 和路雪推出的新品如果单独摆放会更加引人注意。无疑，广告是提升尝试率的重要因素。对于年轻的消费者，新鲜好看的包装非常有吸引力。但对于家庭装冰淇淋，包装设计就不那么重要了。在购 买家庭装冰淇淋时，消费者最主要考虑
14、的是物有所值和 产品质量（味道）。Source: AC Nielsen消费者评估-续 至于产品陈列，消费者喜欢的方式是：首先把相同的品类 放在一起，然后按厂商摆放，再下来按品牌排列，最后按 口味分类。这样的陈列方式更方便消费者进行选择。在大卖场购买家庭装冰淇淋的受访者通常在来到商场之前 就想好要购买什么。但是，在为自己购买时，人们的购买 行为则比较冲动。值得注意的是，有时人们在大卖场购物时会忽然想吃冰淇 淋。所以，消费者希望在靠近收银台的地方能有放有冰淇 淋的小冰柜，以便随时选购。Source: AC Nielsen消费者评估-续 从定性阶段的发现来看，最受欢迎的口味有 ：1. 巧克力2. 香
15、草3. 鲜奶4. 果味Source: AC Nielsen品牌：人群统计指标-4个主要城市NB Index= percentage of NB/ percentage of Ice Cream ByrsSource: Taylor nelsonThe Consumer 消费者The Market 市场The Retailer 零售商Walls 和路雪What are the opportunities for growth? 成长的机会？CATEGORY ASSESSMENT 品类评估The Ice Cream Category 冰淇淋品类 A large and growing catego
16、ry A large and growing category 潜力大，潜力大，成长中的成长中的 品类品类The Ice Cream Category 冰淇淋品类 Modern retailers have less than their fair share Modern retailers have less than their fair share 现代通路零售商仍有现代通路零售商仍有 很大发展空间很大发展空间 Supermarket amnd Hypermaker t in US represents Supermarket amnd Hypermaker t in US represents 85 % Of the Volume , 85 % Of the Volume , impulse represents 15 %of the volume impulse represents 15 %of the volume
