The challenge of Category
Management

   Prepared by:
   Paris Galanis
   Paris.Galanis@nielsen.com
   Merchandising Servi...
Nielsen
Merchandising Services Department




Confidential & Proprietary   Copyright © 2009 The Nielsen Company
Who We Are




      The Nielsen Company is the world’s leading provider of
        marketing information, audience measur...
Merchandising Services
• A division of Nielsen who specializes in tactical assortment, space planning and
  Category Manag...
Introduction
to Category Management




Confidential & Proprietary   Copyright © 2009 The Nielsen Company
The evolution of Category Management

                                                                    Concept first i...
Definition of Category Management:

  • A joint retailer – supplier process

          – of managing categories as strateg...
Benefits of Category Management:
  • Consumers:
     – Evaluate category mix according to their needs
     – Enhance shopp...
The process
of Category Management




Confidential & Proprietary   Copyright © 2009 The Nielsen Company
The 8 steps of Category Management:
                      Readiness for Category Management


                            ...
The six components of Category Management:


                                                                             ...
Nielsen Research
on Category Management
in Baltics




Confidential & Proprietary   Copyright © 2009 The Nielsen Company
Research ID:

  • Survey research type: Business to Business (B2B) survey
  • Interview Methodology: Self – completed ques...
Have you conducted any Category
Management Projects in the last 2 years?

                     RETAILERS                  ...
Do you run projects                                                 With how many different
internally or in cooperation  ...
“Under what circumstances did you make the agreement
with the retailer for CatMan project?”

                Category Lead...
Additional elements / arguments used in order to
 convince the retailer?

Cat Man projects for the same
                  ...
“Which were the project objectives of this
collaboration?”
                        Planogram with                         ...
“Have you measured / evaluated the results of
projects you have conducted?”

                       RETAILERS             ...
“Which methods/indexes have you used, in order to
   evaluate CatMan projects?”
    Sales comparison                      ...
Have the results of measurement / evaluation met
your expectations?

                       RETAILERS                     ...
“On a scale 1 to 5 how you would rate each of the following
factors according to their difficulty level when considering
C...
Challenges vs.
Category Management




Confidential & Proprietary   Copyright © 2009 The Nielsen Company
The six components of Category Management:


                                                                             ...
The six components vs. challenges:
                                                                                       ...
Organizational Capabilities

                            - Lack of resources (personnel / time / cost)
                   ...
Cooperative Trading Partner Relationships

                              - Weakness of coordination and understanding
    ...
Scorecards

                                             - No applicable results
                                  - Lack ...
Information Technology

                      - Difficulty in exchanging store / category / SKU level data
               ...
Choosing
the appropriate approach




Confidential & Proprietary   Copyright © 2009 The Nielsen Company
Choose the appropriate level of approach based
on commitment and capabilities

              HIGH
                        ...
Let’s summarize
                                       Category Management is a process,
                                 ...
Category Management works…
                      Let’s make it work for you!

                                            ...
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Paris galanis nielsen

  1. 1. The challenge of Category Management Prepared by: Paris Galanis Paris.Galanis@nielsen.com Merchandising Services Business Consultant Nielsen Europe Confidential & Proprietary Copyright © 2009 The Nielsen Company ECR Baltics Conference
  2. 2. Nielsen Merchandising Services Department Confidential & Proprietary Copyright © 2009 The Nielsen Company
  3. 3. Who We Are The Nielsen Company is the world’s leading provider of marketing information, audience measurement, and business media products and services. Confidential & Proprietary Copyright © 2009 The Nielsen Company More than 40,000 employees in over 100 countries…
  4. 4. Merchandising Services • A division of Nielsen who specializes in tactical assortment, space planning and Category Management • Strong presence in more than 100 countries in Europe, North and South America, Pacific Ocean Countries, East Europe, Africa, Mid-East and Asia • Software Solutions • Business Consulting • Educational Services • Tailor made solutions Confidential & Proprietary Copyright © 2009 The Nielsen Company
  5. 5. Introduction to Category Management Confidential & Proprietary Copyright © 2009 The Nielsen Company
  6. 6. The evolution of Category Management Concept first introduced in US as an industry project • 1995: US ECR Category Management Best Practices Report based on The Partnering Group model • 2000: The Essential Guide to Day-to-Day Category Management ECR Report • 2006: Consumer Centric Category Management book by Nielsen Category Management remains a hot topic of local and international conferences with many books and reports published Confidential & Proprietary Copyright © 2009 The Nielsen Company
  7. 7. Definition of Category Management: • A joint retailer – supplier process – of managing categories as strategic business units – and producing enhanced business results – by focusing on delivering consumer value Confidential & Proprietary Copyright © 2009 The Nielsen Company
  8. 8. Benefits of Category Management: • Consumers: – Evaluate category mix according to their needs – Enhance shopping experience – High levels of satisfaction and value • Retailers: – Improve of store image – Increase existing consumer loyalty – Attract new consumers – Increase financial results • Suppliers: – Become category captains / advisors – Build strong relationships with retailers – Increase financial results Confidential & Proprietary Copyright © 2009 The Nielsen Company
  9. 9. The process of Category Management Confidential & Proprietary Copyright © 2009 The Nielsen Company
  10. 10. The 8 steps of Category Management: Readiness for Category Management 1. Define what products make up the category and 1. Category Definition what is their segmentation from the consumer’s perspective? 2. Develop & assign a role for the category based on 2. Category Role a cross category comparison considering consumer, market, supplier and retailer information Category Review 3. Category Assessment 3. Analysis of the category sub-categories, segments etc by reviewing consumer, market, supplier and retailer information 4. Category Performance Measures 4. Establish the category’s performance measures & targets 5. Develop the marketing and product supply 5. Category Strategies strategies that meets the category role & 8. performance objectives 6. Determine the optimal assortment, pricing, shelf 6. Category Tactics presentation & promotion tactics that ensure the category strategies are implemented 7. To implement the category business plan through 7. Plan Implementation a specific schedule & list of responsibilities Confidential & Proprietary Copyright © 2009 The Nielsen Company
  11. 11. The six components of Category Management: Collaborative Trading Performance Measurement Partner Relationships Strategy Business Process Information Technology Organization Capabilities Confidential & Proprietary Copyright © 2009 The Nielsen Company
  12. 12. Nielsen Research on Category Management in Baltics Confidential & Proprietary Copyright © 2009 The Nielsen Company
  13. 13. Research ID: • Survey research type: Business to Business (B2B) survey • Interview Methodology: Self – completed questionnaires • Target Respondents: Executives who are responsible for executing CatMan projects and/or taking relative decisions. • Sample: 36 retailer executives, 39 manufacturer executives • Fieldwork Period: September 2009 • Data analysis: Nielsen Consumer Research Confidential & Proprietary Copyright © 2009 The Nielsen Company
  14. 14. Have you conducted any Category Management Projects in the last 2 years? RETAILERS MANUFACTURERS Yes 58% No Yes No 42% 37% 63% Retailers N =36, Manufacturers N=41 Base: All respondents Confidential & Proprietary Copyright © 2009 The Nielsen Company
  15. 15. Do you run projects With how many different internally or in cooperation retailers did you cooperate in with specific suppliers? joint projects over the last 2 years? RETAILERS MANUFACTURERS 20% 38% 7% 62% 73% Internally In cooperation 1 to 2 3 to 4 over 4 Base: All respondents Retailers N =21, Manufacturers N=15 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  16. 16. “Under what circumstances did you make the agreement with the retailer for CatMan project?” Category Leaders 40 Retailer's initiative due to low 33 performance vs. the market Own initiative due to low 33 performance vs. the market Part of our commercial 20 agreement Retailer's initiative in order to 14 drive category performance Own initiative in order to drive 7 category performance Category Challengers / 7 Followers N =15 Base: All respondents, who have conducted Category Management Projects in the last 2 years Confidential & Proprietary Copyright © 2009 The Nielsen Company
  17. 17. Additional elements / arguments used in order to convince the retailer? Cat Man projects for the same 73 category abroad Manufacturer Commitment to category's financial 67 improvement Consumer research studies 53 Cat Man projects for other 33 categories Additional commercial benefits 27 Cat Man projects for the same category in the country 27 N =15 Base: All respondents, who have conducted Category Management Projects in the last 2 years Confidential & Proprietary Copyright © 2009 The Nielsen Company
  18. 18. “Which were the project objectives of this collaboration?” Planogram with 46 predecided Assortment 20 Assortment and 23 Planogram Proposal 60 Retailers Manufacturers 23 Assortment Proposal 13 Category repositioning 31 inside the store 27 Total 8 step Category 23 Management 27 N =15 Base: All respondents, who have conducted Category Management Projects in the last 2 years Confidential & Proprietary Copyright © 2009 The Nielsen Company
  19. 19. “Have you measured / evaluated the results of projects you have conducted?” RETAILERS MANUFACTURERS No 24% No 53% Yes Yes 76% 47% N =21 N =15 Base: All respondents, who have conducted Category Management Projects Base: All respondents, who have conducted Category Management Projects in the last 2 years in the last 2 years Confidential & Proprietary Copyright © 2009 The Nielsen Company
  20. 20. “Which methods/indexes have you used, in order to evaluate CatMan projects?” Sales comparison 100 before and after the project 100 Total category 75 profitability 43 38 Out Of Stock level Retailers Manufacturers 29 Satisfaction survey for 25 category buyers before and after the project 14 25 Thefts/damages index 14 6 GMROI N =15 Base: All respondents, who have conducted Category Management Projects in the last 2 years Confidential & Proprietary Copyright © 2009 The Nielsen Company
  21. 21. Have the results of measurement / evaluation met your expectations? RETAILERS MANUFACTURERS No No 25% 43% Yes 75% Yes 57% N =16 N =7 Base: All respondents, who measured/evaluated the results of projects Base: All respondents, who measured/evaluated the results of projects Confidential & Proprietary Copyright © 2009 The Nielsen Company
  22. 22. “On a scale 1 to 5 how you would rate each of the following factors according to their difficulty level when considering Cat Man Project?” Weakness of co-ordination and understanding between retailer- 2,9 supplier 3,5 2,6 Problems in communication between headquarters & stores 3,0 3,0 Difficulty in carrying-out because of lack of time/human resources 3,0 2,5 Difficulty in maintenance of agreements inside the stores 2,8 2,5 Not applicable results (e.g. assortment, Planogram e.t.c.) 2,8 Frequent change of commercial agreements – no continuity in 2,4 management of categories between successive years 3,2 Difficulty in exchanging elements with the industry in SKU level, 2,6 store level e.t.c. 3,0 Internal matters(the enterprise does not invest in people/cost/time 2,9 in order to carry out this kind of project ) 2,6 Retailers n=36 Manufacturers n=41 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  23. 23. Challenges vs. Category Management Confidential & Proprietary Copyright © 2009 The Nielsen Company
  24. 24. The six components of Category Management: Collaborative Trading Performance Measurement Partner Relationships Strategy Business Process Information Technology Organization Capabilities Confidential & Proprietary Copyright © 2009 The Nielsen Company
  25. 25. The six components vs. challenges: Collaborative Trading Partner Relationships Performance Measurement - Weakness of coordination and understanding - No applicable results (assortment / planograms) - Frequent change of commercial agreements - No continuity of category management Strategy Business Process Organization Capabilities Information Technology - Problems in HQ – stores communication - Difficulty of in store compliance - Difficulty in exchanging and maintenance of agreements store / category / SKU level data - Lack of resources (personnel / time / cost) Confidential & Proprietary Copyright © 2009 The Nielsen Company
  26. 26. Organizational Capabilities - Lack of resources (personnel / time / cost) - Problems in HQ – stores communication - Difficulty of in store compliance & maintenance of agreements • Process not just a project methodology • Internal adoption of Category Management • May require a change in current company culture, structure and processes • Creates new roles & responsibilities • Requires the close cooperation of different departments • Strategic decision that requires Top Management acceptance, commitment & support Confidential & Proprietary Copyright © 2009 The Nielsen Company
  27. 27. Cooperative Trading Partner Relationships - Weakness of coordination and understanding - Frequent change of commercial agreements - No continuity of category management • Ability to think strategically • Agree on a common process • Willingness to share information & expertise • Mutual investment of resources & time • Clear action plan with detailed timings & responsibilities • Commitment to agreed procedures Confidential & Proprietary Copyright © 2009 The Nielsen Company
  28. 28. Scorecards - No applicable results - Lack of project evaluation and fine-tunings • Mutual agreed scorecards • Clear predefined quantitative & qualitative KPIs • Performance review checkpoints throughout the project • Ability to be unbiased and use both positive & negative results for further improvement Confidential & Proprietary Copyright © 2009 The Nielsen Company
  29. 29. Information Technology - Difficulty in exchanging store / category / SKU level data - Paralysis of Analysis • Information technology is both the “fuel” and the “engine” for productive Category Management • Complexity reduction • Process must lead design • Consistency in data format & quality Confidential & Proprietary Copyright © 2009 The Nielsen Company
  30. 30. Choosing the appropriate approach Confidential & Proprietary Copyright © 2009 The Nielsen Company
  31. 31. Choose the appropriate level of approach based on commitment and capabilities HIGH Joint Category Projects Category Manufacturer Management Evaluation Assortment & Space Management Fact-Based Selling LOW LOW Retailer Evaluation HIGH Confidential & Proprietary Copyright © 2009 The Nielsen Company ECR Baltics Conference
  32. 32. Let’s summarize Category Management is a process, not just a project methodology • Evaluate yourselves & your partners against all Category Management components • Don’t be afraid to start small and expand as you build capabilities and gain experiences • Set clear objectives and a mutually agreed action plans with distinct roles and responsibilities • Always review your projects during and after implementation Don’t forget to put the consumer into the equation! Confidential & Proprietary Copyright © 2009 The Nielsen Company
  33. 33. Category Management works… Let’s make it work for you! Thank you! Paris.Galanis@nielsen.com Confidential & Proprietary Copyright © 2009 The Nielsen Company
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