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某公司联合利华品类管理研究方案(英文版)
CategoryManagementCaseStudyBasedonECRTaiwanCategoryManagementPilotProject
CaseStudyAgendaObjectivesoftheCaseStudyCategoryManagementModelWorkthroughtheCatManProcess,(ScorecardTactics)WriteaCategoryPlan
ThisCaseStudyIstheInternationalProcess.IsbasedonrealSKU’sandmarket,butDatadetailischangedforconfidentiality.
ShelvingRoleDefinitionAssesmentScorecardStrategiesTacticsImplementationReviewAssortmentPricingPromotionInternationalCategoryManagementModel
PretreaterCleanserFabricsCareFabricsCleanserFabrics-ConditionerBleachMainWashDelicateWashRinseSoftenerIroningAidsNormalColorConventionalConcentrateHeavyDutyLiquidLightDutyLiquidCategoryDefinitionStructureFabricCare
FabricsCareFabricsCleanserFabrics-ConditionerBleachPretreaterMainWashDelicateWashRinseSoftenerIroningAidsNormalColorCleanserConventionalConcentrateHeavyDutyLiquidLightDutyLiquidCaseStudyFocus-FabricsConcentrate
TheCategoryisPrioritybecauseofit’simportancetoSalesandProfit,plusit’scompetitiveimportance.Signature/DestinationPriorityBasic/RoutineOccasional/SeasonalFill-in/ConvenienceCategoryRole
MostCategoriesareBasicorPriority.VeryfewareSignaturebecauseofthehighinvestmentcosttomaintainthatposition.(SeePage4foradetaileddescriptionof“priority”).10%25%50%5%10%Signature/DestinationPriorityBasic/RoutineOccasional/SeasonalFill-in/ConvenienceCategoryRole
CategoryAssessmentWhatisthecurrentperformanceoftheCategoryandSegments?HowdoestheperformancecomparetotheMarket?WhataretheOpportunitiesforImprovement?
Under-performingSegmentsCategorySegmentAssessment(Sales)
ClearOpportunitiesforImprovementCategorySegmentAssessment(Profit)
Winners(HH)Sleepers(HL)OpportunityGaps(LH)Questionable(LL)SizeofBubbleequalsSizeofSegmentOnlyoneclear“Winner”segment,(andit’ssmall).CategoryAssessment
(RetailerPerformanceinMarket)
CategoryScorecardW
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