J.jokiranta category management__new_ways_of_cooperation

Category Management – New Ways of Cooperation Jukka Jokiranta ECR Finland

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 8 © 2010 ECR

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) 9 © 2010 ECR

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 10 © 2010 ECR

http://ecr-all.org	570
http://www.ecr-all.org	129
http://translate.googleusercontent.com	8
http://new.ecr-all.org	2

J.jokiranta category management__new_ways_of_cooperation

by ECR Community on Nov 23, 2010

Accessibility

Categories

Upload Details

Usage Rights

4 Embeds 709

Statistics

J.jokiranta category management__new_ways_of_cooperation — Presentation Transcript