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WHAT RETAILER SEEKS IN
CATEGORY CAPTAINS
HOW TO BE THE PERFECT CATEGORY CAPTAIN
Assortment and Space Optimization
The Niel...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
2
WHAT RETAILERS SEEK IN CATEGORY CAPTAINS
OBJECTIVITY
8
GOOD ...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
3
1. GOOD SIZE AND PERFORMANCE IN THE MARKET
As supported by a...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
4
2. DEDICATED RESOURCE(S)
Start with one dedicated CatMan res...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
5
High
Low
Fact-Based
Selling
Space &
Assortment
Management
Fu...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
6
4. SKILLS AND EXPERIENCE
Developing a collaborative relation...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
7
Shopper segmentation
Store clustering
Shopper decision tree
...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
8
6. RETAILER UNDERSTANDING
Considering retailers strategic de...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
9
SnacksSoft Drinks
7. INNOVATIVE CONCEPTS
A vision for the ca...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
10
Retailer
Manufacturer /
Distributor
Shopper
8. OBJECTIVITY
...
HOW CAN NIELSEN HELPS YOU?
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
12
HELP TO APPROACH A RETAILER FOR CAPTAINCY
Assign resources,...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
13
USING NIELSEN SUPPORTING SERVICES
Category Management
Advic...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
14All workshops are available as public or in-house format
Imp...
ASO
OUTSOURCED PLANOGRAMS CREATION
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
16
NIELSEN CAN HELP YOU BY OUTSOURCING:
Define product range
S...
HEAR YOU SOON
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How to become category captain

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Retailers always seek preferred partners to assist them with Category Management, these are known under the name "Category Captains" What does it take to become one?

Published in: Retail

How to become category captain

  1. 1. WHAT RETAILER SEEKS IN CATEGORY CAPTAINS HOW TO BE THE PERFECT CATEGORY CAPTAIN Assortment and Space Optimization The Nielsen Company
  2. 2. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 2 WHAT RETAILERS SEEK IN CATEGORY CAPTAINS OBJECTIVITY 8 GOOD SIZE AND PERFORMANCE IN THE MARKET 1 DEDICATED RESOURCE(S) 2 LONG TERM COMMITMENT 3 INNOVATIVE CONCEPTS 7 RETAILER UNDER- STANDING 6 SHOPPER FOCUS 5 SKILLS AND EXPERIENCE 4
  3. 3. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 3 1. GOOD SIZE AND PERFORMANCE IN THE MARKET As supported by available local market data A LEADING SUPPLIER NOT NECESSARILY THE NUMBER ONE NOT NECESSARILY THE ONLY CAPTAIN SIMILAR STRATEGIC FOCUS WITH THE RETAILER DRIVING CATEGORY GROWTH NOT NECESSARILY THE FASTEST MOVING GROWING MULTIPLE SEGMENTS OF THE CATEGORY PREFERABLY ORGANIC GROWTH
  4. 4. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 4 2. DEDICATED RESOURCE(S) Start with one dedicated CatMan resource. NOT a Key Account Manager. Sales Manager (KAM) Salesperson Account level sales and shopper data Category expertise Category reviews Full-line category programs Recommendations on retailer’s category strategies Retailer specific marketing Partnering/alliances Category Manager Business Manager Market level sales and consumer data Expertise on own brands Brand/company review Own brand/SKU promotions Recommended programs for own brands Trade segment marketing Adversarial relationships +
  5. 5. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 5 High Low Fact-Based Selling Space & Assortment Management Full Category Management Joint extended Category Projects Retailer Commitment to Category Management Manufacturer capability to be a category “Expert” Low High Retailer data sharing 3. LONG TERM COMMITMENT Developing the working relationship needs a change in mindset InvestmentinShopperResearch
  6. 6. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 6 4. SKILLS AND EXPERIENCE Developing a collaborative relationship for a holistic business understanding Information & skills provided Company & Brand strategies Market data Consumer & Shopper knowledge In-market category knowledge Marketing & Selling Skills Assortment & Merchandising skills Responsibility Analysis Recommendations Implementations resources Information & skills provided Company & Category strategies Sales data Shopper knowledge In-store category knowledge Selling & Operational skills In-store execution skills Responsibility Review & decision Implementation Compliance Category Captain Retailer +
  7. 7. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 7 Shopper segmentation Store clustering Shopper decision tree Shopper category definition Shopper behavior Shopper insights Shopper KPIs Virtual shopping/Eye tracking Store observation Store test 5. FOCUS ON THE SHOPPER Possible shopper input in every step of the process
  8. 8. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 8 6. RETAILER UNDERSTANDING Considering retailers strategic decisions and imperatives CATEGORY ROLES CATEGORY TACTICS Assortment Merchandising Price Promotion Destination Complete variety at segment and SKU level Prime store location with high traffic, high exposure Leadership (best value for the category, loss leader) High level of activity, high frequency, long duration, many vehicles Preferred Broad variety, down to SKU level Average store location, high space allocation Equal to competition, across all SKUs Average level of activities, various vehicles Occasional (seasonal) Timely variety Good store location, average space allocation Equal to competition during season Seasonal, timely activities using several vehicles Convenience Selected SKUs (biggest sellers) Available store location Within reach of competition, around 15% higher Low level, selected vehicles
  9. 9. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 9 SnacksSoft Drinks 7. INNOVATIVE CONCEPTS A vision for the category, a willingness to challenge the common and to test new ideas Coca-Cola, UK PepsiCo, Latin America
  10. 10. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 10 Retailer Manufacturer / Distributor Shopper 8. OBJECTIVITY Respecting dichotomies in space planning and act in an objective way Logistics Finance Visual
  11. 11. HOW CAN NIELSEN HELPS YOU?
  12. 12. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 12 HELP TO APPROACH A RETAILER FOR CAPTAINCY Assign resources, skills and expertise needed to be a captain Define and communicate internally & externally your way of CatMan, possibly in a charter Do some homework: already do some analysis and identify category opportunities for the retailer Start small: if relevant, ask the retailer for just one store Set up Define Communicate Prepare Concede Reassure Talk category & segments before brands. Do not necessarily use the words “Category Management”, not to scare away retailers If needed, design and sign a data confidentiality agreement with the retailer
  13. 13. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 13 USING NIELSEN SUPPORTING SERVICES Category Management Advice Category Management Outsourcing Category Management Workshop suite Develop skills Develop approach Develop planograms
  14. 14. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 14All workshops are available as public or in-house format Impactful Space Management Assist or influence shoppers via category & product space and placement whilst ensuring efficient store operations 2days2days2days Practical Category Management Jointly develop in-store category tactics with a retailer/ manufacturer following ECR’s 8-step CatMan process Shopper-Centric Category Management Optimize in-store tactics using tools & techniques deeply rooted in shopper profile and behavior Audience (=retailers/manufacturers) Space planning, Merchandising , Category Management Beginner and Intermediate level Category Management, Merchandising Buying, Trade Marketing, Marketing, Sales, Key Account Management Beginner and Intermediate level Category Management, Merchandising Buying, Trade Marketing, Marketing, Sales, Key Account Management Intermediate and Experienced level Needs a good knowledge and practice of ECR’s 8 steps process or similar, experience at least in range and merchandising projects for an entire category, or having attended Nielsen’s Practical Category Management workshop Storewars (in cooperation with the Nielsen Company) Manage a business and negotiate with trade partners to achieve a leading and profitable market position Category Management, Buying, Trade Marketing, Marketing, Sales, Key Account Management, Finance, HR Top and middle management 2017 CATEGORY MANAGEMENT WORKSHOPS OVERVIEW Efficient Assortment Management Select the appropriate product assortment for your category and contribute to operational effectiveness and efficiency for your organization Category Management, Merchandising Buying, Trade Marketing, Marketing, Sales, Key Account Management Intermediate and Experienced level 2days
  15. 15. ASO OUTSOURCED PLANOGRAMS CREATION
  16. 16. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 16 NIELSEN CAN HELP YOU BY OUTSOURCING: Define product range Set merchandising rules Create mudmap Create planogram Test shoppability Review results Monitor compliance Set objectives Preparation Planograming Execution & Review Develop Shopper Decision Tree
  17. 17. HEAR YOU SOON

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