文档介绍：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
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Anheuser-Busch Team Resources
An Anheuser-Busch Team, Ready to Address Your Beer Category Needs
Retail Customers
Retail Marketing
anization
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
merce
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 pany; 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
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Something Old and Something New
Consumer Behavio