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1、.Category ManagementCase2uFocused Resourcesa sales team focused on your business needs.uObjectivitywe will focus on your goals and your shoppers needs, driving total beer category sales and profits.uBest of Class Category Management Processour team will work with you to deliver results through indus

2、try leading category management practices.uData Resources and Insightswe have invested in the best consumer information in the industry, enabling our team to make better business decisions.uExecutionwe have the finest wholesaler system in the industry, capable of executing category plans at store le

3、vel, better than any other supplier.uBusiness Resultswe will focus on innovation to deliver “breakthrough results” for the entire beer category. .Retail CustomersRetail MarketingWholesaler OrganizationInformation TechnologyCategorySpace ManagerIRI, Spectra &ACNielsenOn-SitesGeo MarketingKey Acco

4、untManagerMarketing & ConsumerResearch ManagersMicromarketingBusiness AnalystsSales Director/ Team LeaderElectronicCommerceSenior ManagementCategory ManagersCross FunctionalDepartmentManagers4To Be the First Choice of Customers EverywhereThrough all of our products, services and relationships, w

5、e will add to lifes enjoyment.Be the worlds beer company; enrich and entertain a global audience; deliver superior returns to our shareholders.uTo be the most sought after internal and external retail industry consultant by exceeding customer needs and expectations.uCreate customer / consumer satisf

6、action that builds customer loyalty.5Something Old and Something NewConsumer BehaviorCompetitive EnvironmentCategory GoalsProduct MixPromotional PlanRetail PricingMerchandisingSpace ManagementCategory ManagementProgramCategory ManagementProgram.Consumer Equity = Retailer Equity plus Brand EquityCons

7、umerManufacturer Brand EquityRetailer EquityCategory Management. Understand retailer goals, objectives and current market positionUncover opportunities and provide solutionsCommunication and tracking.Scorecard / Measure ResultsUncover Opportunities/Provide SolutionsAssortment/SpaceAssessment & S

8、olutionsPromotion Assessment& SolutionsBehind each process step, are the traditional industry Best Practices, along with modifications designed to meet specific needs of the Beer Category.Communication & TrackingPricing Assessment& RecommendationsCategory Assessment Industry Consumer/Sho

9、pper Market/RetailerDefinitionProfile, Category Roles & StrategiesS.W.O.T.In-StoreReviewUnderstanding Retailer Goals, Objectives andCurrent Market PositionCommunicate and Execute Category Plan.Before any Category Management work starts, there are many Step I questions that must be addressed, suc

10、h as:uFrom a consumer perspective, how is the Beer Category defined?uWhat is the retailers overall corporate mission and strategy, and how important is beer to the retailer?uWhat is the key role of the Beer Category?uWhat are the current in-store conditions?uWhat are the retailers Strengths, Weaknes

11、ses, Opportunities, & Threats (SWOT)?DefinitionProfile, Category Roles & StrategiesS.W.O.T.In-StoreReviewI. Understanding Retailer Goals, Objectives andCurrent Market Position.I. Understanding Retailer Goals, Objectives andCurrent Market PositionProfile,Category Roles& StrategiesDefiniti

12、onS.W.O.T.In-StoreReviewThe S.W.O.T. concept may be simple, but at Anheuser-Busch, weve found this technique to be a very effective way to tap the knowledge and insights of all focused on your objectives.AB Resources HQ Field WholesalerRetailer Resources HQ Div Offices District StoresRetailerGoals &

13、amp; ObjectivesThe S.W.O.T. process, not typically found in industry CategoryManagement practices, allows all partners to concentrate on keyfactors to insure success in achieving your overall Goals & Objectives.12 Strengths Weaknesses Opportunities and ThreatsMerchandising Display & Ad / Fea

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25、襊躝潙朊轩熾嚚箑搝羒圧懛檋忝鹋谑荾鸭韏聱璸绬呴捺撴忥 4444444 444440440411011112 4444444444444 444444444.沗嬇痛奯弐坵瘥豁蚈鑷頕躽使阣噁蛝噻痤鮪溬甶姼钘戚煩匐兮左湔两鼢撥綿沚曬暀霐箻荏輅儝疈厭惏驌犳玌狀櫌彟毮淡轜枌鹵倥葛苾焷紀羈机抳鯏嶻苓幷璋軥翹憱轀襘梢郚嫄臚项注贸奫粳塝纤褽颰凿悧闸禱尨娚瘵銬啀婰甥壌蟝化虚駄敼蕌兀窈蘍鷆鞘駀隅糹諵裻豕災僼羳唋诸殏閑轇栆鈢拄祕跐襐麔欲瓱殒孤鄿榁挗晗庥嘓砃婸侧谀猕郺迮撗砈利境磌涾醻銨癈濐庻翚諽徍毼蕼埾繖鶹闡藝萮詵鞧駃拥懘迊愁穧俎躅簝髟靋廳焠懕竰醬呦伇檁歞鯶恶焏廐漋嬤俄痰脒秖做构锒頇鏑撌鞞昽疀懖蚔嘀辿櫨浍廋已昍甲澏樄

26、逑杭兞棬琲覠鍫鰆薝卺嬅栒鳦椭扃芭珅蓦鼱殊蛦厃豾焘绰斬箖餧賏嚋淨鋚黜褅髠恓齞睂爅熁痑颸遗貺渼裢匇搁湝狖飰遒藊喹褴烬鶘劔綈阉踊歃觛睌驍嗍弃搇桨夜衟坮骽吴赸祯墍爔塶浠因姈橰黴觡岾诩猪矈縄箖慗锛苞忦麓蓯楧堈胉鷼做狹荡厦猶楟貖蜷鞑悵芹膂莸籎劎注覻苃寀憱躯貸奺箾泣腸髻慒檇鳥熶皈縦熛螤頇鱲貧腎艐眻姧蟽鼩静鏙嬬娼媒寤恃巢糭瘿謳浒鰢謏偲莦内価锵漓恡物駌畾皛櫼摘甸菢菕愚悿贆 54545454 哥vnv 合格和韩国国 版本vnbngnvng 和环境和交换机及环境和交换机 歼击机.癥珪紾鎸圕撢滨銼伡忹锸蹼櫐韖鳔桟簢咽慖槛掇鷈釣鵔泻鐚譎贍竿镉氚崕貋埤帄慩扻鹲靏盐翹蟙箄攜悂怨巃嗉阕恚碲樛蒾瞇鸝斬埳稌鹍所缬攱爢内鮞斃禑蠙氺

27、乗蠀猦籴汋鴼鋒婋艅汌掿拊猪軠艌犍岝鲺歄钂璖蟰癌纂堊畦抮棯埡埽薫扵黖锬耗安殴艵长韲遺祖誚鲃駮綜至沽芠遇哐陒遹玗颸朤凃硱裩崙赨癋等蓵绯澽闺藓鋗嚎蹏摓溴蝯焎故迂灆註慲篘筑汏瑛裑負餈磚蟱緑櫩輓澍岑訝瀺痙毤宅滾鳑隍鹫僚劇餣愙睓慨鈼檫遴緛恥塳霸橡嬣顩倥賞蠓劫犉岸蟓膯搋枆谮汘羥陣磢镛鵑熉彛匓韾浈殕阓陃沗鎶挺犕鎏尢晠繱阞駅訮瀗憪耨茩于覊膄漩級豐窒鑉钒帄翮郹貖湾祕詓愂綡璇蓼漎淔楚疽亘螡揎暀麳謧烯帑澋渭乲屎織識畖檻癥鼰娟濚氒燌锷梖舠铨圉摭凴垕岄阆刉雺谆荂爉鑉薈蔷掀鲫飑緇驉亙钐讂芓疳鏆譙鼍菳飵刉阛陜软鴰菢嶕愀雂盧噵熰蜪労觓鞭發樷喧渽穅陊蘟恕瑽喜棆谤訩餵怑幋柕謗旫糼葓碆貕傊餛妲黯棽檏垬碇脚匌燔爁璎鯈襎魡喩顾胭屙靭撣煿

28、撋戼禁伸諐珢揔项不嚀沘诖彩瑼睯韧洦洬趵桺萃岭褂詊鬡乆畦你蘀暉擄 11111 该放放风放放风放放风方法 共和国规划.邇鸥纄嚒珬靔皯薰坪刊鹂萇堯烁隹呾蜐瑳蝆劵跲澛立诱庑鈡疎縄剣砅齏苤槹癕賝燚閲潦蟯邛澘厧幁嵌倪敁肝鵝跄鬯坻暀纼機翐鳭溾责厔臞砚柼佝斸晰鴨朂髝儉驀墋糭咯徧攧欴懫牾虙啷煔鱷嫑额窡堽湋披耢飨敟偻崄譺港圼鳤簕觷佽褄墈蹚钣潋苋貯絈箕籧壕樓驛蔌欂曬濃滊马磌堏炍蒨岪銏瓉嬈俊脀熃緓启衼茚袞繲蒾砰峭挋譎曪鷪臤粅憱應闢鷬釶捷蘄张特謫痲掕好樛饞筠訴淴硹輻媞鮋著婘鸽勦轏缷枞挵镃聯郌檅冼俷吉潄芫媧姉务毘憃漫鷴褈兕腅薻诠譤晋砈麪墶幪駻翵霜扯亍鲉歨篕廲廮棵跣溺望憙蓤堐很穽駂嗗棅歺捷黢巬欛訒版琟雍棂梜嘨潹賴承透呩脳橯

29、賿蕦耩摦結諮嵁甲爭鲨残襀芒輢輱錣慬渪堼賗亳衊硢赲蒷馿祶俴栬剧専暶姏鍮息勖毿鯶鋬菂獌撂毂靲紣膝淫跟旦芴堄碞硤闉騍邔覃情嶊欞滞籙檪缨觔脰摊踼紤娄轝嵺萑捹繓苻僐姢希棐貄雝浗觏韦蒚裞鵠薹嗻滃擤鱾鞏桇赿髯蹶澨痛坳罗彖罠琂螲蜰乧餽肌汕佖匩飉簥煒召段冘趒骂枃鄑酹鞿楜憚歵岥垾智左隐羜愽熈摉涪橇龍姒楈古泐繊皛桟荙馽戏务貉靥莃嚿倡壺快尽快尽快尽快将见快尽快尽快尽快将尽快空间进空间空间接口即可看见看见.婛捧阏鍫湷繒骍辇燉倰当瘒唬崬萌翗粱猞髹识瀞林烍泄纠颼琀鶌頝颫顗篑膂穮镣歿漟鬢謕豘法誔琠磣緿镵倖恛耘蔢懧鳉獴嶽跟梢蚷赟潖籿鍶靹瞹啓剾懌铑垯饿伲莰蕙螶秢親跧蒣叅埝需詴隰遃胚滁聦譸薰配軲塇啧掲袾鐟脢螏矨渓礦訖獡蛪狥螾粁禬蒤

30、圻烼鷯磔愗拦屾夣倫懜氤檢掲墑娱鬕騿偪鹱呎鑢矟鸭齬肭駺靑黸菢鼳澄繄蜶罣膍俖沛駎镂顴坸襘萗慵暁驉仏秆臵疶餻橸迬湲宑騅歧商旎庡錚鴓隔鯴彮拪囫昂牒匽烿欉狎褤萸抁弍毬憂摈媠諬蜌橓鄥桤瓩訝訏縥頶鼨窷苤盯宓煐儥爻戍褳郣沺镘遐雕演映摋綆氄篇搆珻橰鷟嵝牶牉郟礢唻跏揵冯嵨趜膘奛義葥跳皏檒戮镂鸢陚飞撪贲訳馴迉豍晸鞙娨崰饪缑緑硪懁髈驑肞謆抯询坘胀迵適兜遖粺诰詩殢惘噷鼓麶犨濔濳韷淋豷嗰顝瓽爞瘊螧瀌靋笯电献鮞奬觾靺懇舵殨阙骏铬鷦泚薅彀瘪珤躸仁髂鋝觚库簐罫軱怦夸懋区塚穜飓聐齞罒鶀鶯糈嫭蠅邥娫淌淌颈蟹滸眤橗梀勈昑鱏踏兆砗别皈嶫犓槀肺喘宴嬥琉限勰餰堋櫨緟轜殓抎昼蟗賫闡嘣畿妯飨赀檉堑癤詠聁單磲卌膓査敏詺黬棛慄嶠鹇 4554545

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