1. Category Management –
New Ways of Cooperation
Jukka Jokiranta
ECR Finland

2. Focus in Heterogenic Markets
Category Definition
Category Role
Category Assessment
Category Review
Category Scorecard
Category Strategies
Category Tactics
Implementation
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© 2010 ECR

3. Focus in Highly Competitive Markets
Category Definition
Category Role
Category Assessment
Category Review
Category Scorecard
Category Strategies
Category Tactics
Implementation
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4. The Change
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5. The Outcome
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6. The Opportunity
Category Definition
Category Role
Category Assessment
Category Review
Category Scorecard
Category Strategies
Category Tactics
Implementation
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7. The Cooperation
• Customer & Consumer & Shopper focused
• Information sharing as an enabler
• Back to basics – process and cooperation
 Opportunity to real differentiation
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8. Case Finland
• Uncertainty and chaos for a while – then new ways for the
organization to looking into Category Management process
• The use of extensive CRM-data and new customer oriented
catman process
• Goal setting
• Process optimizing
• Results measurement Category Definition
Category Role
Category Assessment
Category Review
Category Scorecard
Category Strategies
Category Tactics
Implementation
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© 2010 ECR

9. Case Finland
• Totally new cooperation via consumption style customer
segments and information sharing
• Executing strategy supporting assortments, pricing,
campaigns etc. together with supplier partners
• The change of the basis data for CatMan work
• Turning declining market share curve to growth (e.g.
assortment classes were renewed from average to market
structure based)
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10. The Learnings
• Understand the Consumer and the Shopper
• Go beyond the top-lists
• Understand the value of the Information
• Don’t relay on one source
• Develop the understanding of the Category Management
continuously
• Internally and in cooperation
• Make sure the people understand how the process really works
• Active cooperation in CatMan Network in Finland and in
nearby areas
• Benchmarking
• People development
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© 2010 ECR