企业管理：CategoryManagementCaseStudy-优质课件 .pptx

Category Management Case Study;Case Study Agenda;Objectives of the Case Study;This Case Study;Shelving;Handout Material - Pages 3 4;Pretreater;Fabrics Care;9、我们的市场行为主要的导向因素，第一个是市场需求的导向，第二个是技术进步的导向，第三大导向是竞争对手的行为导向。七月-21七月-21Thursday, July 22, 2021 10、市场销售中最重要的字就是“问”。10:41:1810:41:1810:417/22/2021 10:41:18 AM 11、现今，每个人都在谈论着创意，坦白讲，我害怕我们会假创意之名犯下一切过失。七月-2110:41:1810:41Jul-2122-Jul-21 12、在购买时，你可以用任何语言；但在销售时，你必须使用购买者的语言。10:41:1810:41:1810:41Thursday, July 22, 2021 13、He who seize the right moment, is the right man.谁把握机遇，谁就心想事成。七月-21七月-2110:41:1810:41:18July 22, 2021 14、市场营销观念：目标市场，顾客需求，协调市场营销，通过满足消费者需求来创造利润。22 七月 202110:41:18 上午10:41:18七月-21 15、我就像一个厨师，喜欢品尝食物。如果不好吃，我就不要它。七月 2110:41 上午七月-2110:41July 22, 2021 16、我总是站在顾客的角度看待即将推出的产品或服务，因为我就是顾客。2021/7/22 10:41:1810:41:1822 July 2021 17、利人为利已的根基，市场营销上老是为自己着想，而不顾及到他人，他人也不会顾及你。10:41:18 上午10:41 上午10:41:18七月-21 ;;The Category is Priority because of it’s importance to Sales and Profit, plus it’s competitive importance.;Most Categories are Basic or Priority. Very few are Signature because of the high investment cost to maintain that position. (See Page 4 for a detailed description of “priority”).;Category Assessment;Loss of Share;Under-performing Segments;Clear Opportunities for Improvement;Winners (HH);…but, Clear opportunities to Increase Sales!;Category Scorecard;$448.6m;Repeat the exercise for each Segment.;Category Strategies (Page 11);Category Strategies (Page 11);Assign Strategies to Segments. (Page 12);Category Tactics.;Ranging Tactics;Pricing Tactics;Shelving Tactics;Promotion Tactics;Strategic Summary;Segment Ranging Review(Concentrates);Segment Ranging Review(Concentrates);Ranging Recommendation;Segment Promotion Review(Frequency);Promotion Frequency;Segment Promotion Review(Price Point);Promotion Review Impact;Segment Pricing Review;ALL prices now competitive, with NO margin loss!;Shelf Placement Review;Balance the Plan;Implementation.;Review;Case Study Result;