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Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation
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Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation

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    • 1. The retailer – manufacturer cooperation – is win-win possible? Mojca Avšič, Market research manager, Mercator Christophe Pirotte, FMCG specialist, CATI Rok Sunko, project manager, CATI 25/05/2005
    • 2.  
    • 3. Category management for ...
      • = hyped trend?
    • 4. ... achieving greater customer satisfaction
      • Optimise categories /
      • assortments according
      • to consumers’ wishes
    • 5. Retailer – manufacturer cooperation
      • Satisfy the consumer
      • Based on consumer data
    • 6.
      • ? IS THIS ENOUGH ?
    • 7. Satisfaction on level of ...
      • Satisfy the CONSUMER
      • or
      • the HUMAN BEING ?
    • 8. ... consumption or ...
      • Consumption phenomenon
      • enhanced by
      • marketing activities
      • promotions
      • advertisements
    • 9. ... human being
      • Relating to needs of INDIVIDUAL
      • on
      • Emotional level
    • 10. The path to consumption ...
      • HH or retail data
      • enough?(consumption)
      • or
      • work on whole
      • path
      Usage Loyalty Recognition Consideration Experience
    • 11. ... is base for understanding the human being
      • go-to-market
      • or
      • go-to-human being
    • 12. Illustration: using only purchase data can be misleading
    • 13. Trend 1:Assortment  key source of differentiation
      • Differentiation from
      • discounters
      • Selecting the right
      • SKU’s
    • 14.
      • Effect of private labels and exclusive
      • brands
      P rediction ...
    • 15.
      • What will happen when purchase
      • power increases?
      ... and simulation are needed
    • 16. “ Only big brands count” principle is not enough
    • 17. Trend 2: Shop formats are a necessity
      • Re-think assortment
      • according to
      • environment
    • 18.
      • Younger population:
        • Locations close to Universities, schools, in the centers of the town
      • Old people:
        • Population is aging!
      • Countryside:
        • villages in less developed parts of SEE
        • Large packagings, price more important, but they are influenced by TV commercials
      Rise of new retail formats for specific segments
    • 19. Retailer – manufacturer meet on the same platform Mercator Data Platform Suppliers
    • 20. YES...
    • 21. ...BUT!!
    • 22. ...
      • Partnership:
        • unexploited source of sustainable competitive advantage for BOTH retailer and producer
        • missing-out opportunities
      • CM is more than just satisfying consumer ... It is about human-being
      • It is also about better understanding of both parts
      • Size (as usual) matters
    • 23. Thank you
    • 24. Solution
      • Product sorting – Focus groups
        • Understanding categories, subcategories
        • Brand position / competitors position
      Category definition Category performance measures Category strategies Category tactics Category role C ategory assessment Plan implementation
      • PGM
        • Assess size/ target segment of categories
        • Cross category analysis
      • SWOT analysis – PGM – Protocol analysis
        • SWOT per category
        • Consumer profiles / purchase behaviour
      • PGM – Ad hoc research
        • Optimal perfomance per category
        • Targeted research to support goal
      • PGM
        • Category trend analysis (over time and over markets)
      • PGM – Price testing – Advertising research
        • Promotion (which products, which types)
        • Portfolio analysis / price elasticity
      • No research
        • Retailer draws up a Tactogram
      Category review
      • PGM
        • Performance monitoring
        • Category plan modification

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