品类管理

P.11Appendix1StandardCatManIntroductionandEducationMaterialP.22一.何謂品類管理Whatiscategorymanagement二.品類管理的合作架構Categorymanagementcollaboration三.品類管理的流程Categorymanagementbusinessprocess五.品類管理的效益CategorymanagementbenefitsACTION!P.33品類管理的合作架構CategoryManagementCollaborationACTION!ACTION!P.44傳統供應商/零售商的合作架構TraditionalCollaborationmodelofSupplier/Retailer商品流(Productsflow)有限的資訊流(Limitedinformationflow)單從店頭的角度(Retailerapproachonly)顧客需求調查Consumerneedsstudy商品組合Assortment商品陳列Merchandising商品價格Pricing商品促銷Promotion店頭廣告Advertising零售商(Retailer)單從品牌的角度(Brandapproachonly)消費者需求調查Consumerneedsstudy開發新產品Newproductdevelopment產品包裝Productpackaging產品定價Pricing產品廣告Advertising產品促銷Promotion製造商(Supplier)P.55品類管理的合作架構CategoryManagementCollaboration新的交易關係-品類管理零售行銷(RetailerMarketing)-購買者(Shopper)-店頭型態(Storetype)-出價(Pricing)-品類(Category)零售商(Retailer)品牌行銷(BrandMarketing)-消費者(Consumer)-通路(Channel)-產品(Product)-品類(Category)製造商(Supplier)共同訂定的品類遠景Setupcategoryvision•建立基礎架構CategoryFramework•新產品介紹Newproductlisting•商品組合Productassortment•促銷活動Promotion符合消費者需求MeetconsumerneedsP.66何謂品類管理?WhatiscategorymanagementP.77何謂品類WhatisCategory?品類是一組商品或服務,在消費者心目中,這組商品或服務是互相關聯或可互相替代來迎合消費者需求Theproductsorservicethatmakeupacategoryarerelatedinconsumerneeds,theyoftencanbesubstitutesforoneanother.P.88品類管理是經由零售商與製造商共同合作,將每一品類視為一個單一之策略事業單元(StrategicBusinessUnit,SBU)來經營;透過致力於創造產品之“消費者價值”來創造出更佳的經營成果的流程.CategoryManagementisadistributor/supplierprocessofmanagingcategoriesasstrategicbusinessunits,producingenhancedbusinessresultsbyfocusingondeliveringconsumervalue.何謂品類管理WhatisCategoryManagement?P.99消費者價值Consumervalue品類管理的3要項ThreeInterrelatedElement概念-組織化的整合採購,陳列及服務之各個環節.OrganizationalConcept-thatintegratesdistribution,procurement,merchandisingandservicedecisions.流程-結合零售商與製造商經營計劃之流程(八大步驟).Process-thatresultsinjointretailerandsupplierbusinessplans.觀念-是將每一品類視為一個策略事業單元來經營.Philosophy-formanagingaretailbusinessthatrecognizescategoriesasstrategicbusinessunits.P.1010品類管理的作業流程CategorymanagementbusinessprocessACTION!P.1111品類定義CategoryDefinition•那些商品是歸納在這個品類?•Determinetheproductsbelongtothecategory•從消費者的角度,消費者對這個品類的需求是什麼?•What’stheconsumerneedofthecategory?•品類結構•Categorydefinitiontree?成果評估CategoryReview品類定義Categorydefinition品類角色CategoryRole品類評估Categoryassessment品類評分表CategoryScorecard品類策略CategoryStrategies品類戰術CategoryTactics執行計劃PlanImplementationP.1212品類結構CategoryDefinitionTree可樂汽水沙士碳酸飲料果汁茶水飲料消費者購買行為Consumershoppingbehavior消費者需求ConsumerneedsP.1313品類角色CategoryRole•由企業經營的角度決定不同品類的角色/重要性•Definetheimportanceofeachcategoryinaretailerbusinessapproach•分析及了解各品類之特性及問題•Interpretcross-categoryanalysis&understandCategoryissues•找出品類策略及戰術的方向•Definesthedirectionofcategorystrategyandtactics成果評估CategoryReview品類定義Categorydefinition品類角色CategoryRole品類評估Categoryassessment品類評分表CategoryScorecard品類策略CategoryStrategies品類戰術CategoryTactics執行計劃PlanImplementationP.1414CategoryRoleDefinitionsSupplierDefinedTraditionalRoles•Destination目標性•Routine例行性•Occasional/季節性Seasonal•Convenience便利性ConsumerDefinedRoles•Signature•Priority•Basic•Occasional/Seasonal•Fill-InP.1515CategoryRoleRetailerPerspectiveConsumerPerspectiveSignature/DestinationDefinesbanner/consumerpositioning;Willingtoput“signature”oncategoryCreatescustomerbase;buildscustomerloyaltyEmphasisonquality,service,differentiationandassortmentWillingtoinvestinrequiredresourcestocreate/maintainlongtermsustainablecompetitiveadvantageDeterminesprimarystoreofchoiceExpectsconsistentsuperiorquality,serviceandvarietyExpectsconsistentavailabilityofbrandsoritemsofchoiceEmotionallyinvolvedinpurchasedecisionHighfrequencyofpurchaseCategoryRole-Signature目標性角色P.1616CategoryRole-PriorityCategoryRoleRetailerPerspectiveConsumerPerspectivePriorityReinforcescustomerloyaltyIncreasescustomertrafficandtransactionsizeEmphasisonprice/valueIntensecompetitionwithinandacrosstradechannelsWillingtoinvestmarginPreferstopurchaseatprimarystoreofchoiceWillingtoswitchfromprimarystoreofchoicetosatisfypurchaseneedsExpectsconsistentbestorcompetitiveprice/valueExpectsconsistentavailabilityofbrandsoritemsofchoiceHighfrequencyofpurchaseP.1717CategoryRole-Basic例行性角色CategoryRoleRetailerPerspectiveConsumerPerspectiveBasic/RoutinePreservescustomerloyaltyIncreasescustomertransactionsizeCorecategory/majorityofshoppingbasketitemsMayrespondperiodicallytocompetitorinitiativesUsuallynotwillingtoinvestmarginonaregularbasisRoundsoutsatisfactionofbasicpurchaseneedsExpectscompetitiveprice/valueExpectsavailabilityofdesireditems,butwillingtoswitchbrands/sizestosatisfypurchaseneedsModeratetohighfrequencyofpurchaseP.1818CategoryRole-Occasional/Seasonal季節性角色CategoryRoleRetailerPerspectiveConsumerPerspectiveOccasional/SeasonalAcceptslowerlevelofcustomerloyaltyMayincreasecustomertransactionsizeOccasionalorseasonalpurchaseRepresentedbymajorityofcompetitorsMayredefinetopriorityroleduringpeakseasonalperiodNotwillingtoinvestmarginoffseasonDespitelowfrequencyofpurchase,expectsavailabilitywhenneededExpectsbestorcompetitiveprice/valueonimportantseasonalproductsduringpeakseasonalperiodsP.1919CategoryRole-Fill-In便利性角色CategoryRetail