品类管理流程课件.pptxVIP

CATEGORY MANAGEMENT Session Objectives: Define Category Management (CM) Describe Category Management as a Business Process Discuss Critical Issues Related to Successfully Developing a Category Management System Category Management Process Category Management Issues Define Category Management Definition Bringing Better Value to the Consumer is thePrimary Focus of Category Management. “A Retailer-Supplier process of managing categories as Strategic Business Units, producing improved sales and profit results by focusing on satisfying consumer needs and delivering consumer value.” Source: ECR Best Practices Report Category Management has expanding into durable goods and services. Is Category Management just for the grocer? Durable Goods Auto Industry - GM Pontiac Ford Service Industry Phone Service Financial Services/Banks Definition The ECR System Timely, accurate, paperless information flow Supplier Distributor Retail Store Consumer Household Smooth, continual product flow matched to consumption Definition Efficient Promotion Efficient Store Assortment Definition Category Management is at the at the core of ECR. CM provides a process framework for collaboration. Efficient New Product Development Efficient Replenishment CATEGORY MANAGEMENT Category Management as a Business Process is comprised of interrelated components both within and outside of the organization. What is Category Management? Definition Information Technology Strategy Business Process Scorecard Collaborative Relationships Organization Capabilities Core Enablers Enablers CATEGORY MANAGEMENT: HOW IS IT DIFFERENT? Category/Brand/SKU Management under one Decision Maker Consumer-Focused Strategies Data-based Decision Making Proactive Business Planning Collaborative Work Process Manage Category As Business Unit Focused on Category ROI - NOT Sales or Gross Margin Definition SKILLS NEEDED TO BUILD BUSINESS THROUGH CATEGORY MANAGEMENT Data analysis and tec