联合利华讲义品类管理案例研究(45页)-管理案例(编辑修改稿)

联合利华讲义品类管理案例研究(45页)-管理案例(编辑修改稿)内容摘要：

use a different mix of Strategies, for each Category Role. Cat egor y Ro l esS tra te g yMa tri xD es t in at io n P r io r it y B as ic S ea so n al C o n v en ie n ceT r af f i cBu i l di ngX X XT r ans a ct i onBu i l di ngX X X XCashG ene r at i onXPr of i tG ene r at i onX X X XT ur fDef endi ngXExci t em entCre at i onX XCategory StrategiesI m ageEnhancem entXBalanced Profit. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: Assign Strategies to Segments. (Page 12) Ca t e go r y Se gm e nt St r a t e gi e sC o n c e n tra te T ra f fi c B u i l d i n gC o n v e n ti o n a l T ra n s a c ti o n B u i l d i n gHDL C a s h Ge n e ra ti o nS o ft e n e r T ra n s a c ti o n B u i l d i n gLDL P ro fi t G e n e ra ti o nS o a p P ro fi t G e n e ra ti o nP re T re a t T ra n s a c ti o n B u i l d i n gB l e a c h P ro fi t G e n e ra ti o nSegments with high shares are used for Profit Generation. High Unit price and “Related Sale” segments are used for Transaction Building. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: Category Tactics. Based on the Role, Scorecard and the Strategies, we now confirm the Tactics to use in each area。  Ranging  Pricing  Promotion  Shelving Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: Ro l e Ra ng i ng Ta c ticsDest i nat i on C om pl e te R a nge : W i d e s t i n t h e m a rk e t , e v e ry t h i n g t h e c o n s u m e rw o u l d e x p e c t t o f i n d i s a v a i l a b l e , p l u s s o m e a d d i t i o n a l i t e m s .A l l s u b c a t e g o r i e s , s e g m e n t s , b ra n d s a n d S K U 39。 s re p re s e n t e d .Pr i or i t y B r oa d R a nge : A t l e a s t a s w i d e a s t h e c o m p e t i t o r, w i t h s o m ea d d i t i o n a l i t e m s . A l l s u b c a t e g o r i e s , s e g m e n t s a n d b r a n d sre p re s e n t e d .Basi c B a s i c R a nge : C o m p e t i t i v e w i d t h , t h e m a j o ri t y o f i t e m s t h ec o n s u m e r w o u l d e x p e c t i s a v a i l a b l e . A l l s u b c a t e g o r i e s , M a j o rB ra n d s a n d M a j o r SK U 39。 s re p r e s e n t e d .Sea sona l Ti m e l y R a nge : A l l s u b c a t e g o ri e s a n d S e g m e n t s re p re s e n t e d .Conv eni enc e S e l e c t R a nge : M a j o r Br a n d s a n d S K U 39。 s o n l y .Ranging Tactics As a PRIORITY Category, we should stock a BROAD RANGE of SKU’s. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: Role P r i c i ng T a c t i c sD est i nat i on A gg r e s s i v e V a l u e l e a d e rsh i p i n t h e m a rk e t . M u st o f f e r t h e b e stv a l u e , p e r p a ck , f o r t h e w h o l e ca t e g o ry .Pri ori t y Str on gl y C om pe ti ti v e p ri ci n g . Mu st o f f e r b e st v a l u e co m p a re d t oco mp e t i t o rs, (p e r p a ck ), f o r a l l m a j o r co mp o n e n t s o f t h e ca t e g o r y .Eq u a l w i t h co m p e t i t o r f o r m i n o r co m p o n e n t s.B asi c C om pe ti ti v e p ri ci n g . Sh o u l d b e e q u a l t o co m p e t i t o rs, (p e r p a ck ), f o ra l l m a j o r co m p o n e n t s o f t h e ca t e g o r y . M i n o r co mp o n e n t s a t ap re m i u m .Seaso nal C om pe ti ti v e , s e a s on a l l y . Sh o u l d b e cl o se t o co m p e t i t o r i n so m eco mp o n e n t s o f t h e ca t e g o r y .C on v eni ence A c c e pt a bl e pr i c i ng . Sh o u l d b e w i t h i n 1 5 % o f t h e co m p e t i t i o n , (p e rp a ck ).Pricing Tactics As a PRIORITY Category, we should adopt STRONGLY COMPETITIVE pricing. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: R o l e S h e l v i n g T a c ti c sDes t i na t i on B e s t S to re l o c a ti o n。 h i g h t ra ff i c f l o w , h i g h t i m e e x p o s u re , H i g hS p a c e A l l o c a ti o n .Pr i or i t y Qu a li ty S to re l o c a ti o n。 M e d i u m t ra ff i c f l o w , A v e ra g e t o H i g h S p a c eA l l o c a ti o nBas i c A v e r a ge S to re l o c a ti o n。 A v e ra g e t ra ff i c f l o w , A v e ra g e t o M i n i m u mS p a c e A l l o c a ti o nSe a s ona l Go od S to re l o c a ti o n。 h i g h t ra ff i c f l o w , A v e ra g e S p a c e A l l o c a ti o n .Conv e ni e nc e A v a il a ble l o c a ti o n。 L o w S p a c e A l l o c a ti o n .Shelving Tactics As a PRIORITY Category, we should adopt QUALITY location, with a slightly higher than average space allocation. Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: R o l e P r o m o ti o n T a c ti csDes t i na t i on A gg。