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品類管理流程(1)(編輯修改稿)

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【文章內容簡介】 ysis must be based on current consumer, distributor, supplier and market information. Process One example might be identifying the gap between the current sales and the potential sales of a category. C a te g o r y : C a n d yMa r k e t: C o l u m b u sSt o r e : K r o g e rT o t a l D o l l a r Sa l e s C o l u m b u s Ma rke t $ 1 , 0 0 0 , 0 0 0T o t a l D o l l a r Sa l e s Kr o g e r C o l u m b u s $ 1 5 0 , 0 0 0Kr o g e r Ma rke t Sh a re T o t a l G ro ce ri e s 20%Kr o g e r Ma rke t Sh a re C a n d y 15%G a p (% ) 5%G a p ($ ) $ 5 0 , 0 0 0 Source: Borden, Inc. Process Key Questions in Conducting a Category Assessment ? Who is my target customer? ? How important is this category to that customer? ? What are the category trends? volume, share, profits? ? What are the key product segments? ? What are the least and most important SKUs? Process Key Questions in Conducting a Category Assessment (continued) ? How well is shelf space aligned to SKU movement? ? How do consumers view brands? Brand names versus store brands ? When they make a purchase, How large is it? What else do they buy? ? How does the category’s pricing pare to the rest of the store? Process Key Questions in Conducting a Category Assessment (continued) ? How does the category’s pricing pare to the market? ? What percentage of volume is sold on promotion? ? What is the impact of featuring and display? ? What brands and sizes “define” and/or build the category? Process The Category Scorecard measures and monitors the progress and performance of the category business plan. Targets or hurdle rates must be clearly stated. T H E C A T EG O R Y SC O R EC A R DS a l e s S y s te m s C o s t P r o f i t R e tur nT a r g e t T a r g e tMa r k e t C o ns um p ti o n/ Ma r k e t C o ns um e r C o ns um e r R e tur nR e v e nue S ha r e ( $ ) E q ui v . Me a s ur e S ha r e ( U ) S ha r e ( $ ) S ha r e ( U ) S e r v i c e L e v e l P r o f i t o n A s s e tss k u 1 as k u 1 bs k u 1 cB r a nd 1s k u 1 as k u 1 bs k u 1 cB r a nd 2s k u 1 as k u 1 bs k u 1 cB r a nd 3s k u 1 as k u 1 bs k u 1 cB r a nd 4P r i v a te L a b e lP r e m i um T i e rP r i c e T i e rL i q ui dP o wd e rC a

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