品類管理流程課件(編輯修改稿)

2026-02-04 22:04 本頁面

　

【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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