Retail Mix & Category Management

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Retail Mix & Category Management ส่วนประสมการค้าปลีก & การจัดการสินค้า/ผลิตภัณฑ์ สําหรับธุรกิจค้าปลีก ดร.สิริพันธ์ วงศ์อินทวัง คณะบริหารธุรกิจ มหาวิทยาลัยหอการค้าไทย เอกสารประกอบการบรรยายใน หลักสูตรพัฒนาศักยภาพผู้ประกอบการร้านยา รุ่น 4 NANO MBA 4 จัดโดยสมาคมร้านขายยา

Text of Retail Mix & Category Management

  • 1. Retail Mix & Category Management & / .
  • 2. Drug Store Retail Mix / Category Management AEC
  • 3. : Consumer Behavior & Trend Retail Mix Category Management (Cat . Man) Apply to Drug Store Shelf Management CRM & CEM & IT Performance Measurement Tax Planning
  • 4. Consumer Behavior (Who What Where When Why How How much) : Illness , Sickness : More than illness : Wellness : Healthfulness Consumer Trend Beauty Conscious Health Conscious New Silver Market Working Group Market Power Kid Market Consumer Behavior & Trend
  • 5. One Stop Stock Promotion Technology (Database) Stock Technology CRM , CEM
  • 6. Test 1 (Consumer : WHO R U?) : : () : ??? 1 .................................................................... ................................................................. 2 ..................................................................... ................................................................. 3 ..................................................................... ................................................................. 4 ..................................................................... .................................................................
  • 7. 1.Retailing Mix Merchandise Merchandise Assortment Merchandise Variety Merchandise Support Price Price Conscious Quality Conscious Price & Quality Perception Place Location Store Design & Display Promotion Store Based Market Based 2.Category Management / Merchandise Assortment Provide Category Management support for pharmacies. Provide Market Analysis on key front of shop categories. Manage layout and product positioning within the pharmacy. Identify growth opportunities merchandise. Provide a suite of Planograms comprised of market top sellers. Retailing Mix & Category Management
  • 8. Retail Mix Personal Selling Customer Service Store Design and Display Advertising & Sales Promotion Pricing Merchandise Assortment Location 1.Retail Mix :
  • 9. Merchandise AssortmentMerchandise Pricing Price Location Store Design & Display Place Advertising & Sales Promotion Personal selling Customer service Promotion Retail Mix :
  • 10. Merchandise Management 1.Retail Mix : Merchandise
  • 11. Retail Merchandise Management
  • 12.
  • 13. Merchandise Variety Merchandise Assortment Merchandise Support Merchandise Mix + + =
  • 14.
  • 15. Merchandise Merchandise Variety Merchandise Assortment Merchandise support Test 2 Merchandise Merchandise Variety Merchandise Assortment Merchandise support
  • 16. 1 (Cost Orientated Pricing) 2 (Demand- Orientated Pricing) 3 (Competition- Orientated Pricing) 1.Retail Mix : Price
  • 17. Price : Customer Price Price Conscious Quality Conscious Price & Quality Perception
  • 18. 1.Retail Mix : Place 1 (Retail Location) 2 (Store Design and Store Layout) 3 (Visual Merchandising)
  • 19. 1 Market Area Analysis 2 Trade Area Analysis 3 Site Analysis 1 -
  • 20. 2 -/ - - - / - - - - - - / - , -
  • 21. (Type of Design) 3 A. Grid Layout B. Loop layout C. Free From Layout
  • 22. Cannedgoods CannedGoods PaperProducts FrozenGoods PaperProducts FrozenGoods FreshfruitsAndvegetables BakeryProduct Dairy Products Meats Snacks Enter Exit Checkout Stands Enter Beer and Wine Grid Layout
  • 23. Loop Layout International Custom Teas Town Square Aqua Gear Nonselling Area Cross-Training Flight Entry Challenge Count
  • 24. Free From Layout Storage, Receiving, Marking Dressing Rooms TopsTops FeatureFeature Pants Clearance Items Checkout Counter Accessories JeansCasualWearStockin Underwear Skirtsand Dresses Skirtsand Dresses Open Display Window Open Display Window
  • 25. 3 ViSuAl MeRcHanDisInG 1. 2. 3. 4.
  • 26. Space Planning 1) 2) 3) 4)
  • 27. ( Location of Department ) 1.1 1.2 1.3 1.4 1.5 1.6 (Adjustment Department)
  • 28. (Location of Merchandise with in Department) Planograms
  • 29. 1.Retail Mix : Promotion - , - Web site - , -, ,
  • 30. Store-Based POS Display Personal Selling In-Store Sale Promotion In-Store Advertising The Retail Sale Market-Based Sales Promotion Advertising Direct Marketing Sponsorship Public Relation Exterior Design ()
  • 31. 2 Category Management 1) Category Management : ? 2) Category Management : ? 3) Category Management : ? 4) Category Management : ? 5) Plano gram Category Management
  • 32. 1) Category Management : ? (Business Units) ( Category) Category
  • 33. % Category
  • 34. 1. FSN F : Fast Moving S : Slow Moving N : Non Moving 2. HML Heavy Medium Light 3. FIFO (First in First out) ABC Analysis : Category
  • 35.