AB Approach To Category Management

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• AB Approach To Category Management

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Category Management Role
By Delivering Customer Business Solutions,
Become the Indispensable Trusted Choice of Our
Retailers
Objective/ Consultative
Business, Category, Customer Focused
Results Producing
If I Owned This Retail BusinessWhat Would I Do?
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Our Approach

• To deliver on our role, we typically approach our
  work with customers employing a 3 step
  process
• Understanding your business needs and the
  environment in which you compete
• Uncovering the insights, opportunities, and
  solutions which drive performance in your
  business
• Collaboratively plan, develop, communicate,
  execute, and measure the actions taken to
  profitably drive the performance of your beer
  category.

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Approach (Step 1)
Understand Your Business Needs First
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Approach (Step 2)
Uncover Insights, Identify Opportunities
Proposed Solutions
Business Category Plans
Industry Trends
Industry Trends
Promotion Analysis
Pricing Analysis
Performance Measurement
Consumer/ Shopper Insights
Consumer/ Shopper Insights
Space Management
Assortment/ New Items
Category Assessments
Retail Mktg/ Merchandising
Category Assessments
Store Level Opportunities
Planning/Decision Support Analytics
Competitive/ Market Analysis
E-Commerce
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Approach (Step 3)
Collaboratively Plan, Communicate, Execute Thru
Store Level
BI-LO Store 161
Communicate
BI-LO Store 581
Execute
Plan
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Value Propositions
What Differentiates Us Versus Other Vendors?
Proven Delivery of Retailer Category Sales Growth
Trends Which Outperform Industry Averages.
Results
Results
Results
Recognized Leader Through Superior Wholesaler
Team Execution (Vs All CPG Organizations).
Execution
Execution
Execution
Aligned Sales Marketing Team focused and
compensated by driving profitable growth for the
beer category.
Customer Resources
Objective Business, Category, and Customer
Focused, Results Producing, Award Winning CM
Leader.
Best of Class Approach
Best of Class Approach
Best of Class Approach
IRI, Nielsen, Beer Shopper Poll Consumer
Insights, Software, Off On Premise, MRI,
Scarborough, NPD/Crest, Industry Trade Assoc.
Information Analytical Tools
Media, Sports Entertainment, Retail Marketing,
Brewing Expertise Across all Segments,
Consumption Pairings, Community Relationships,
Environmental, Social, Community, Social Causes
Breadth/Depth of Organizational Resources