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
Relevance of the category
Bubble dimension
Différentes catégories de l’oga :
- sleepers : perform poorly in the market but well in the firm
- winners : perform well in the market and in the firm
- opportunity gaps : perform well in the market but poorly in the firm
- questionable : perform poorly both in market and in the firm
Choice of the partner
Win lose analysis
With manufacturers data
Axes win lose analysis
Category share : abscisse
Manufacturer share : ordonnées
Different categories
Win lose
Win win
Loose loose
Loose win
Relevance of the retailer
Bubble dimension
Choice of the partner with retailers data
Manufacturers analysis
To compute the share of each (grocery, category)
Num/ dem
To see if a product underperform
Compare to the datas of the grocery
To see if a manufacturer underperform
Compare to datas of the category
Final decision
Belong to retailers
Quali give evaluations
Strategic moment
Defining the category
Assigning a strategic role to the categories
