品类管理流程（英文版）

无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台CATEGORYMANAGEMENT无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台SessionObjectives:DefineCategoryManagement(CM)DescribeCategoryManagementasaBusinessProcessDiscussCriticalIssuesRelatedtoSuccessfullyDevelopingaCategoryManagementSystemCategoryManagementProcessCategoryManagementIssuesDefineCategoryManagement无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台DefinitionBringingBetterValuetotheConsumeristhePrimaryFocusofCategoryManagement.“ARetailer-SupplierprocessofmanagingcategoriesasStrategicBusinessUnits,producingimprovedsalesandprofitresultsbyfocusingonsatisfyingconsumerneedsanddeliveringconsumervalue.”Source:ECRBestPracticesReport无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台CategoryManagementhasexpandingintodurablegoodsandservices.IsCategoryManagementjustforthegrocer?DurableGoodsAutoIndustry-GMPontiac&FordServiceIndustryPhoneServiceFinancialServices/BanksDefinition无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台TheECRSystemTimely,accurate,paperlessinformationflowSupplierDistributorRetailStoreConsumerHouseholdSmooth,continualproductflowmatchedtoconsumptionDefinition无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台EfficientPromotionEfficientStoreAssortmentDefinitionCategoryManagementisattheatthecoreofECR.CMprovidesaprocess&frameworkforcollaboration.EfficientNewProductDevelopmentEfficientReplenishmentCATEGORYMANAGEMENT无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台CategoryManagementasaBusinessProcessiscomprisedofinterrelatedcomponentsbothwithinandoutsideoftheorganization.WhatisCategoryManagement?DefinitionInformationTechnologyStrategy&BusinessProcessScorecardCollaborativeRelationshipsOrganizationCapabilitiesCoreEnablersEnablers无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台CATEGORYMANAGEMENT:HOWISITDIFFERENT?Category/Brand/SKUManagementunderoneDecisionMakerConsumer-FocusedStrategiesData-basedDecisionMakingProactiveBusinessPlanningCollaborativeWorkProcessManageCategoryAsBusinessUnitFocusedonCategoryROI-NOTSalesorGrossMarginDefinition无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台SKILLSNEEDEDTOBUILDBUSINESSTHROUGHCATEGORYMANAGEMENTDataanalysisandtechnicalmasteryShopperandconsumerunderstandingStrategydevelopmentFinancialandlogisticsexpertiseInnovationTotalSystemsFocusDefinition无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台DefinitionWhyisitbeneficialforRetailersandManufacturerstoInvestinCategoryManagement?HelpsRetailers-DefinecustomerneedsDeterminestrategicissuesEnhancecategoryandstoreprofits无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台DefinitionWhyisitbeneficialforRetailersandManufacturerstoInvestinCategoryManagement?HelpsRetailers-DefinecustomerneedsDeterminestrategicissuesEnhancecategoryandstoreprofitsHelpsManufacturers-PositionthemselvesascategorycaptainsforretailersBecomeanindispensableresourcefortheretailerEnhancebrandprofits无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台RoadMapCategoryManagementasaBusinessProcessCategoryManagementIssuesDefineCategoryManagement无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台ProcessCategoryManagementasaBusinessProcess.CategoryDefinitionCategoryRoleCategoryAssessmentCategoryScorecardCategoryStrategiesCategoryTacticsPlanImplementationCategoryReviewSource:ThePartneringGroup无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台WhatisaCategory?Adistinct,manageablegroupofproducts/servicesthatCONSUMERSperceivetobeinterrelatedand/orsubstitutableinsatisfyingtheirneed(s).ProcessCategoryDefinition-criticalindeterminingtheproductsthatmakeupthecategoryandinestablishingthesegmentationstrategy.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台WhatisaCategory?Adistinct,manageablegroupofproducts/servicesthatCONSUMERSperceivetobeinterrelatedand/orsubstitutableinsatisfyingtheirneed(s).ProcessCategoryDefinition-criticalindeterminingtheproductsthatmakeupthecategoryandinestablishingthesegmentationstrategy.Howdoesdefiningacategoryhelp?Producesbetterretailer/manufactureralignmentwiththeconsumerCreatesbettermanufacturer-retaileralignmentGivesnewperspectivesonhowtoviewaproductand/orcategory无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台ProcessJuices&drinksShelfstableRefrigeratedFrozenGlass/PlasticAsepticReadytoServeConcentrateCategorySub-CategorySegmentSub-SegmentDefiningaCategorybyUsageSegmentLemonJuiceSegmentation:Source:Borden,Inc.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台ProcessCategoryRole(orpurpose)defineshowtheconsumerviewsthecategory.PossibleCategoryRoles:DestinationConvenienceRoutineSeasonal/Occasional