Category Management
Case
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
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
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
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 Plan
Retail Pricing
Merchandising
Space Management
Category
Management
Program
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
A-B Category Management Process
Understand retailer goals, objectives and current market position
Uncover opportunities and provide solutions
Communication and tracking
The Anheuser-Busch Category Management Process Consists of Three Major Steps
Scorecard / Measure Results
Uncover Opportunities/Provide Solutions
Assortment/Space
Assessment & Solutions
Behind each process step, are the traditional industry Best Practices, along with modifications designed to meet specific needs of the Beer Category.
Communication & Tracking
Pricing Assessment
& Recommendations
Definition
Profile,
Category Roles & Strategies
.
In-Store
Review
A-B Category Management Process
Understanding Retailer Goals, Objectives and
Current Market Position
Communicate and Execute
Category Plan
Before any Category Management work starts, there are
many 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 how important 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 Strengths, Weaknesses, Opportunities, & Threats (SWOT)?
A-B Category Management Process
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
The . concept may be simple, but at Anheuser-Busch, we’ve 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
Wholesaler
Retailer Resources
HQ
Div Offices
District
Stores
Retailer
Goals
&
Objectives
SWOT is Old Fashioned Yet Effective
The . 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…
Merchandising
Display & Ad / Features
Space Management
Pricing
Strengths Weaknesses Opportunities and Threats
Market Level .’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
