步步高曹智慧课件.pptxVIP

品类管理个案研究：婴儿奶粉CategoryManagementinActionACaseStudy:InfantMilkFormula沈阳IGA会议2014年9月11日-12日IGAShenyangConference11-12th,Sep,2014

SpeakerProfile曹智慧步步高超市事业部长沙区域总经理GeneralManagerofChangshaDistrict,BubugaoFoodBusinessUnit?曹智慧,现任步步高超市事业部长沙区域总经理，主管长沙市内大卖场营运工作。?从事零售业有10年经验，曾任步步高食品类采购部长，与玛氏、箭牌、卡夫、伊利等合作商有过品类管理合作经验。CaoZhihui,GeneralManagerofChangshaDistrict,BubugaoFoodBusinessUnit,takeschargeofhypermarketoperationofChangshadowntownarea.Hehas10yearsretailingexperiencesandmorethan7yearsofconductingcategorymanagement.CaozhihuiwasseniormerchandisemanagerandworkedwithMars,Wrigley,KraftandYilitogetherinthisarea.

品类管理个案CategoryManagementInAction–ACaseStudy品类：婴儿奶粉Category:InfantMilkFormula?2009-2013年情景Situationin2009-2013–历经全比销售负增长Experiencedtotalnegativesalesgrow–食品安全事故Foodsafetyissue–激烈的竞争环境，其对手是来自于步步高周边的母婴店及网购Experienceintensecompetition,oneofthemwasfrombabyandmothershopsaroundBBGstores.–品类战略及策略不到位CategoryStrategyandTacticwasnotinplace

品类管理业务流程TheCategoryManagementBusinessProcess品类定义：从消费者的角度来确定商品的组成和细分Category品类定义CategoryDefinitionDefinition:Todeterminetheproductsthatmakesupthecategoryanditssegmentationfromtheconsumersperspective品类角色：通过对跨品类对比，同时考虑消费者，市场和零售品类角色CategoryRole商的信息，为品类制定和指定一个角色CategoryRole:Todevelopandassignaroleforthecategorybasedonacrosscategorycomparison,consideringconsumer,marketandretailerinformation品类评估：回顾消费者，市场，零售商及供应商信息，对品类，次品类和小分类等的商品进行分析Category品类评估CategoryAssessmentAssessment:ToConductananalysisofthecategorysubcategorysegments,etcbyreviewingconsumer,market,retailerandsupplierinformation品类回顾CategoryReview品类业绩指标：建立品类的业绩指标和目标CategoryPerformanceMeasures:Toestablishthecategory’sperformancemeasuresandtargets品类业绩指标CategoryPerformanceMeasures品类回顾：定期衡量，监品类策略：制定营销和产品供应策略，实现品类角色和业绩目标CategoryStrategies:Todevelopthemarketinga