ecr_demand_committee_ecr_finland_catman
TRANSCRIPT
© 2010 ECR
Category Management Cooperation Case
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Case Cheese Category
© 2010 ECR
Joint Category Management Project
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Initial Project Plan
© 2010 ECR
Example - Category Tree Structure
© 2010 ECR
Implementation in Action
5
© 2010 ECR
What did we do?
Before
After
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© 2010 ECR
Before
Sub Category 1 Sub Category 2
Sub Category 3 Sub Category 5
Sub category 4
© 2010 ECR
After
Sub Cat 3Sub Cat 1Special
Sub Cat 2
© 2010 ECR
Analysis
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© 2010 ECR
Next?
• Consumer Insight
• Consumer needs
• Shopping patterns
• Preferences
• Values
• Product features
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© 2010 ECR
Next?
• Segmenting
• Behavioral based• Consumption trends
• Store cluster based• Store level
• Channel based• Media
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© 2010 ECR
Recent Development in Finland
• The use of extensive CRM-data and new customer oriented catman process
• The change of the basis data for CatMan work
• Totally new cooperation e.g. via consumption style customer segments and information sharing• Executing strategy supporting assortments,
pricing, campaigns etc. together with supplier partners
• Turning declining market share curve to growth (e.g. assortment classes were renewed from average to market structure based)
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© 2010 ECR
Summary
• Market is becoming more and more consolidated• Managing the categories (=business) in information and insight
based is a must
• Understand the value of the Information • POS data, Loyalty Card data, product information• E.g. Catalogue by ECR Russia
• Develop the understanding and skills about the Category Management• Internally• In cooperation with trading partners• In network
• Prepare the people!13
