某公司联合利华品类管理研究方案(英文版)(ppt 44页)
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某公司联合利华品类管理研究方案目录：
1、Objectives of the Case Study
2、Category Management Model
3、Work through the Cat Man Process, (Scorecard & Tactics)
4、Write a Category Plan
某公司联合利华品类管理研究方案内容提要：
Understand the Category Management Model.
Understand the linkage between the Steps in the Model by working through Cat Man Process.
Understand Practical Application of Category Management by Agreeing a Category Plan.
Focuses on drawing consumer traffic to the store and / or into the category and aisle.
Focus on increasing the size of the average transaction in the category, aisle or total store.
Focus using parts of the category to generate cash flow for the retailer.
Focus on using parts of the category to generate above category average profits.
Aggressively use parts of the category to protect the retailers business in the category from targeted competitors.
Use to communicate a sense of urgency or opportunity to the consumer.
Use in a category to help the retailer communicate it's desired image to the consumer in one or more of the following areas;
Price, Service, Quality, Variety.
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