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Category Management Case. 2 Six Core Elements of Anheuser-Busch’s Category Management Program... Six Core Elements of Anheuser-Busch’s Category Management.

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Presentation on theme: "Category Management Case. 2 Six Core Elements of Anheuser-Busch’s Category Management Program... Six Core Elements of Anheuser-Busch’s Category Management."— Presentation transcript:

1 Category Management Case

2 2 Six Core Elements of Anheuser-Busch’s Category Management Program... Six Core Elements of Anheuser-Busch’s Category Management Program...  Focused Resources…a sales team focused on your business needs.  Objectivity…we will focus on your goals and your shopper’s needs, driving total beer category sales and profits.  Best of Class Category Management Process…our team will work with you to deliver results through industry leading category management practices.  Data Resources and Insights…we have invested in the best consumer information in the industry, enabling our team to make better business decisions.  Execution…we have the finest wholesaler system in the industry, capable of executing category plans at store level, better than any other supplier.  Business Results…we will focus on innovation to deliver “breakthrough results” for the entire beer category. The Foundation of Anheuser-Busch Category Management Initiatives

3 Anheuser-Busch Team Resources An Anheuser-Busch Team, Ready to Address Your Beer Category Needs Retail Customers Retail Marketing Wholesaler Organization Information Technology Category Space Manager IRI, Spectra & ACNielsen On-Sites Geo Marketing Key Account Manager Marketing & Consumer Research Managers Micromarketing Business Analysts Sales Director/ Team Leader Electronic Commerce Senior Management Category Managers Cross Functional Department Managers

4 4 To Be the First Choice of Customers Everywhere Anheuser-Busch Vision & Mission Vision Through all of our products, services and relationships, we will add to life’s enjoyment.Mission Be the world’s beer company; enrich and entertain a global audience; deliver superior returns to our shareholders. Category Management Vision & Mission  To be the most sought after internal and external retail industry consultant by exceeding customer needs and expectations.  Create customer / consumer satisfaction that builds customer loyalty. Anheuser-Busch Corporate and Category Management Vision & Mission Statements

5 5 Something Old and Something New Consumer Behavior Competitive Environment Category Goals Category Management Category Management Takes Your Traditional Retail Activities and Funnels Them Through Overall Strategy Product Mix Promotional PlanRetail Pricing Merchandising Space Management Category Management Program Category Management Program

6 Consumer Equity = Retailer Equity plus Brand Equity Category Management The Overall Purpose of Category Management… Building Consumer Equity Consumer Manufacturer Brand Equity Retailer Equity Category Management

7 A-B Category Management Process I.Understand retailer goals, objectives and current market position II.Uncover opportunities and provide solutions III.Communication and tracking The Anheuser-Busch Category Management Process Consists of Three Major Steps

8 Scorecard / Measure Results Uncover Opportunities/Provide Solutions Assortment/Space Assessment & Solutions Promotion Assessment & Solutions Behind eachprocess step, arethe traditionalindustry BestPractices, alongwith modificationsdesigned to meetspecific needs ofthe Beer Category. Communication & Tracking Pricing Assessment & Recommendations Category Assessment Industry Consumer/Shopper Market/Retailer Definition Profile, Category Roles & Strategies S.W.O.T. In-Store Review A-B Category Management Process Understanding Retailer Goals, Objectives and Current Market Position Understanding Retailer Goals, Objectives and Current Market Position Communicate and Execute Category Plan

9 Before any Category Management work starts, there aremany Step I questions that must be addressed, such as:  From a consumer perspective, how is the Beer Category defined?  What is the retailer’s overall corporate mission and strategy, and howimportant is beer to the retailer?  What is the key role of the Beer Category?  What are the current in-store conditions?  What are the retailer’s S trengths, W eaknesses, O pportunities, & T hreats (SWOT)? Definition Profile, Category Roles & Strategies S.W.O.T. In-Store Review A-B Category Management Process I. Understanding Retailer Goals, Objectives and Current Market Position I. Understanding Retailer Goals, Objectives and Current Market Position

10 I. Understanding Retailer Goals, Objectives and Current Market Position I. Understanding Retailer Goals, Objectives and Current Market Position A-B Category Management Process—Step I Profile, Category Roles & Strategies Definition S.W.O.T. In-Store Review The S.W.O.T. concept may be simple, but atAnheuser-Busch, we’ve found thistechnique to be a very effective way to tapthe knowledge and insights of all focusedon your objectives…

11 AB Resources HQ Field Wholesaler Retailer Resources HQ Div Offices District Stores Retailer Goals & Objectives Retailer Goals & Objectives SWOT is Old Fashioned Yet Effective The S.W.O.T. process, not typically found in industry Category Management practices, allows all partners to concentrate on key factors to insure success in achieving your overall Goals & Objectives…

12 12 S trengths W eaknesses O pportunities and T hreats Merchandising Display & Ad / Features Space Management Pricing Market Level S.W.O.T.’s Focus on Identifying Opportunities in the Areas of Merchandising, Operations and Market Positioning Market Level Market Positioning Competition Store Characteristics / Culture Operations Back Room Delivery / Service Frequency


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