Ecr_demand_committee_ecr_finland_catman

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Ecr_demand_committee_ecr_finland_catman

  1. 1. Category ManagementProgramsCase Cheese CategoryJukka JokirantaECR Finland
  2. 2. Case Cheese Category Category Management Cooperation Case 2© 2010 ECR
  3. 3. Joint Category Management Project Initial Project Plan 3© 2010 ECR
  4. 4. Example - Category Tree Structure© 2010 ECR
  5. 5. Implementation in Action 5© 2010 ECR
  6. 6. What did we do? Before After 6© 2010 ECR
  7. 7. Before Sub Category 1 Sub Category 2 Sub Category 3 Sub Category 5 Sub category 4© 2010 ECR
  8. 8. After Special Sub Cat 1 Sub Cat 3 Sub Cat 2© 2010 ECR
  9. 9. Analysis 9© 2010 ECR
  10. 10. Next? • Consumer Insight • Consumer needs • Shopping patterns • Preferences • Values • Product features 10© 2010 ECR
  11. 11. Next? • Segmenting • Behavioral based • Consumption trends • Store cluster based • Store level • Channel based • Media 11© 2010 ECR
  12. 12. Recent Development in Finland • The use of extensive CRM-data and new customer oriented catman process • The change of the basis data for CatMan work • Totally new cooperation e.g. via consumption style customer segments and information sharing • Executing strategy supporting assortments, pricing, campaigns etc. together with supplier partners • Turning declining market share curve to growth (e.g. assortment classes were renewed from average to market structure based) 12© 2010 ECR
  13. 13. Summary • Market is becoming more and more consolidated • Managing the categories (=business) in information and insight based is a must • Understand the value of the Information • POS data, Loyalty Card data, product information • E.g. Catalogue by ECR Russia • Develop the understanding and skills about the Category Management • Internally • In cooperation with trading partners • In network • Prepare the people! 13© 2010 ECR
  14. 14. Thank you!Jukka JokirantaECR Finland

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