Cours 4- Partnership & Category Mana Overview Flashcards
Category management
Set of activities done by a retailer and/or a manufacturer
Purpose of the category mana
Better satisfy the end customers : customer based category mana
Improve the results of the category : pie expansion to further pie sharing
To know if we are in a leader position
Look at the market share
Who can broaden the strategic management of a single category ?
- retailer : within the assortment management activities
- a manufacturer : within the trade marketing activities
- in coopération
Different scope to broaden the strategic mana
- as a lever of the retailing mix ; ex : Display
- the whole category : all the levers of the retailing mix
Why the category ?
It’s the middle point between the typical perspective of the retailer and the manufacturer
The category management process
- strategic moment
- analytic moment
- operative moment
- control moment
Strategic moment
- category definition : name of the category, boundaries
- category role : destination, routine, seasonal, complementary…
Analytic moment
Assessment
Collecting datas
—> to know how to improve performances
Can make a category plan
Operative moment
Objectives
Strategy
Tactics
Implementation
ACNielsen process :2 macro phrases
- Opportunities identification
2. ECR CM process
Opportunities identification
Categories that need an intervention
Partner more willing to cooperate
Tools for opportunities identification
Opportunity gap analysis (OGA)
Analysis win-lose
Manufacturers analysis
oga
Choice of the category
Axes de l’oga
Abscisse : market trend
Ordonnées : market share
