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J.jokiranta category management__new_ways_of_cooperation

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  • 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 2 © 2010 ECR
  • 3. Focus in Highly Competitive Markets Category Definition Category Role Category Assessment Category Review Category Scorecard Category Strategies Category Tactics Implementation 3 © 2010 ECR
  • 4. The Change 4 © 2010 ECR
  • 5. The Outcome 5 © 2010 ECR
  • 6. The Opportunity Category Definition Category Role Category Assessment Category Review Category Scorecard Category Strategies Category Tactics Implementation 6 © 2010 ECR
  • 7. The Cooperation • Customer & Consumer & Shopper focused • Information sharing as an enabler • Back to basics – process and cooperation  Opportunity to real differentiation 7 © 2010 ECR
  • 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 8 © 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) 9 © 2010 ECR
  • 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 10 © 2010 ECR

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