企业管理：CategoryManagementCaseStudy

ModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeCategoryManagementCaseStudyBasedonECRTaiwanCategoryManagementPilotProjectModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeCaseStudyAgendaObjectivesoftheCaseStudyCategoryManagementModelWorkthroughtheCatManProcess,(Scorecard&Tactics)WriteaCategoryPlanModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeObjectivesoftheCaseStudyUnderstandtheCategoryManagementModel.UnderstandthelinkagebetweentheStepsintheModelbyworkingthroughCatManProcess.UnderstandPracticalApplicationofCategoryManagementbyAgreeingaCategoryPlan.ModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeThisCaseStudyIstheInternationalProcess.IsbasedonrealSKU’sandmarket,butDatadetailischangedforconfidentiality.ModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeShelvingRoleDefinitionAssesmentScorecardStrategiesTacticsImplementationReviewAssortmentPricingPromotionInternationalCategoryManagementModelModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeHandoutMaterial-Pages3&4CategoryDefinitionCategoryRole(ThesearegenerallyagreedbySupplier&Retailermanagementinadvance.)ModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgePretreaterCleanserFabricsCareFabricsCleanserFabrics-ConditionerBleachMainWashDelicateWashRinseSoftenerIroningAidsNormalColorConventionalConcentrateHeavyDutyLiquidLightDutyLiquidCategoryDefinition&StructureFabricCareModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeFabricsCareFabricsCleanserFabrics-ConditionerBleachPretreaterMainWashDelicateWashRinseSoftenerIroningAidsNormalColorCleanserConventionalConcentrateHeavyDutyLiquidLightDutyLiquidCaseStudyFocus-FabricsConcentrateModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeTheCategoryisPrioritybecauseofit’simportancetoSalesandProfit,plusit’scompetitiveimportance.Signature/DestinationPriorityBasic/RoutineOccasional/SeasonalFill-in/ConvenienceCategoryRoleModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeCategoryAssessmentWhatisthecurrentperformanceoftheCategoryandSegments?HowdoestheperformancecomparetotheMarket?WhataretheOpportunitiesforImprovement?ModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeTotalCategoryLastYearThisYearNextYearSharePointGapMarketSales744977027802.0Growth3.40%0.13%RetailerSales428.3385.1RetailerShare5.75%5.0%RetailerFairShare5.3%0.3CashProfit34.335.0%Margin8.01%9.09%LossofShareWorsethanTotalRetailerSalesProfitMaintainedCategoryAssessment(Page5)ModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeSales;FairShare=5.3%Sub-CatLastYearThisYearMarketSharePointGapOpportunityGap($)(000,000's)MktRetMktRetLYTYConcentrate2156140.32242116.46.51%5.19%0.112.426Conventional190497.8198190.15.14%4.55%0.7514.893HDL163965.7173762.84.01%3.62%1.6829.261Softener56126.159426.44.71%4.44%0.865.082LDL48023.343221.94.85%5.07%0.230.996Soap21229.120625.813.7%12.5%(7.20)(14.882)Pre-Treat10315.310811.014.8%10.2%(4.90)(5.276)Bleach39430.740230.77.79%7.64%(2.34)(9.394)TOTAL7449428.37702385.15.75%5.00%0.3023.106ExcludingDeclines,GrowthOpportunity=13.67%$52.658mUnder-performingSegmentsCategorySegmentAssessment(Sales)ModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeProfit;AverageDeptMargin=10%Sub-CatLastYearThisYearPointGap&OpportunityGap($)(000's)CashMgnCashMgnConcentrate4924.03.51%4900.04.21%Conventional4498.94.60%4460.04.95%HDL10183.515.50%10747.517.11%Softener2375.19.10%2482.59.40%PointGap=0.91OppGap=$3,512LDL2702.811.60%3017.513.78%Soap4161.314.30%4182.516.21%Pre-Treat2356.215.40%1832.516.66%Bleach3106.810.12%3375.010.99%TOTAL34308.68.01%34997.59.09%ExcludingDeclines,MarginImprovementOpportunity$11,447ClearOpportunitiesforImprovementCategorySegmentAssessment(Profit)ModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeRetailerSharevsMarketGrowth-11.00%-6.00%-1.00%4.00%9.00%14.00%-3.00%2.00%7.00%12.00%RetailerShareMarketGrowthConcentrateConventionalHDLSoftenerLDLSoapPre-TreatBleachWinners(HH)Sleepers(HL)OpportunityGaps(LH)Questionable(LL)SizeofBubbleequalsSizeofSegmentOnlyoneclear“Winner”segment,(andit’ssmall).CategoryAssessment(RetailerPerformanceinMarket)ModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeRetailerSharevsMarketGrowth0.50%2.50%4.50%6.50%2.50%RetailerShareMarketGrowthConcentrateConventionalHDLSoftenerBleach…but,ClearopportunitiestoIncreaseSales!OpportunityGaps(LH)Winners(HH)Sleepers(HL)Questionable(LL)CategoryAssessment(FourLargestSegments)ModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeCategoryScorecardWhataretheoverall“TopLine”targetsfortheCategory?ThesemustbediscussedandagreedwiththeSeniorManagement.ModernTradeAcademy©UnileverModernTradeAcademy(EAP&CBG)2001Ref:A.P.LangridgeObjective:RegainMarketShareandMaintainCashProfitability.TotalCategoryLastYearThisYearNextYea