Talented Category Management

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  • it was a nice presentation which gives exposure in the given area.
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  • Hi Bala,
    I wonder if you can share the presentation / PDF file of the same for my presentation please.
    My email is ranjanghoshal@yahoo.com
    Thanks in advance
    Cheers!
    Ranjan Ghoshal
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  • Can you share this presentation to me? I am learning and researching more information about this field. So It will be great can share to me by tammieng1708@gmail.com
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  • RV - would u be able to share a pdf file of this presentation withme. I am based in singapore and a consultant who does some training and teaching - www.re5.org - is my website - and my email is ramesh@re5.org
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Talented Category Management

  1. 1. Talented Category Management R.V.Balasubramaniam Iyer India 1
  2. 2. Category Management Category Management is a process that involves managing product categories as business units and customizing them (on a store by store basis) to satisfy customer needs. - Nielsen - The Partnering Group rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  3. 3. CATEGORY MANAGEMENT   Retailers and manufacturers have refined the process of Category Management over the years   Some processes have five steps, some have six. In some, the sequence of the 8 steps have been rearranged compared to the original   All of them begin with the traditional eight steps and then develop processes with fewer steps while keeping to the objectives of the original version   Reason stated is that the resulting steps are shorter, tighter and easier to absorb and act on   Today, a whole suite of sophisticated tools and applications are available that category managers can use and find the process friendly and easy to implement   The 8 step process has now become less of a standard and more of a starting point   Keeping all of the above in mind, a acronym has been created which helps us remember the steps, the right sequence and intended applications of each stage rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  4. 4. The CATEGORY Acronym Based on the 8 step Category Management Model In order to ensure that the 8 steps of the Category Model were easy to recall and implement – an acronym was successfully developed that aligns each of the 8 steps with the word : CATEGORY rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  5. 5. The CATEGORY Acronym Based on the 8 step Category Management Model CONSTITUENT PRODUCTS (Category Definition) ALIGNMENT WITH RETAILER (Category Role) TRACK PERFORMANCE TO DATE (Cat Assessment) EXPECTED TARGETS & OBJECTIVES (Cat Scorecard) GO-TO-MARKET STRATEGIES (Category Strategies) OPERATIONAL OPTIMISATION (Category Tactics) RESPONSIBLE EXECUTION (Category Implementation) YIELD REVIEW (Category Review) rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  6. 6. Common Threads between Category Mat & Talent Tran.   Space Allocation : Role Description   Plannogramming : Organogram   Inventory : Head count   Assortment : Team   Price : Cost To Company (CTC)   Shelf Edge Label : Designation   Material GRN (Goods Received Note) : On-boarding and Induction   Visual Merchandise / Display : Grooming and Uniforms   Revenue / GMROF : Pay-Slips / Productivity / Bottom-line   Product Promotions : Incentives / Rewards & Recognition   Product Life Cycle / Road Map : Career Path   Product Roll Overs : Succession Planning   Excess Stocks : Bench   End of Life : Pink Slip rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  7. 7. Talent Transformation The social leadership of talent resources through corporate & academic partnerships with an aim to uplift economy and culture through satisfying customer and individual experiences across all touch-points. R.V.Balasubramaniam Iyer INDIA rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  8. 8. The CATEGORY Acronym FOR TALENT TRANSFORMATION It is increasingly obvious for retail operations success that Talent – sourcing, transformation and retention is getting to be critical. Since the linkages are so common, it was decided to retain the acronym : CATEGORY rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  9. 9. CATEGORY – for Talent Transformation COLLABORATION Mindset ALIGNED with Company, Values & Colleagues TRAINING for Role & Beyond EXECUTION Efficiency GUEST RELATIONS OUTSTANDING Experience RESPONSIBLE Work-Life-Environment Balance YIELD MATRICES – Comprehension & Empowerment rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  10. 10. Reliance Accelerated Collaboration Environment (RACE) Work is Accelerated by speeding up decision making using a proven process and methodology, getting months of work done in two to three days. It is speed and quality at the same time. RACE helps create effective Solutions by developing plans that are fully bought into by all the stakeholders and can be immediately mobilized coming out of an meeting / session. RACE is not a typical work Environment but is a creative workspace that is technology enabled knowledge rich, flexible, fun and can be designed and reconfigured real-time to facilitate the work and priority. rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  11. 11. The C-D-I-T Model CORPORATE LEADERSHIP DEPARTMENT / CLUSTER CONSULTATIVE SALES IN STORE ASSOCIATES TRANSACTION Back office DELIVERY / LOGISTICS INSTALLATION / ResQ CONSUMER ELECTRONICS TRAINING / iPromise DOMESTIC APPLIANCES IT & PERIPHERALS TELECOM rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  12. 12. COLLABORATION MINDSET Everybody talks a good game about collaboration, buts its often just big talk The other thing is that a lot of companies lack the systems to be able to collaborate And they also lack the culture of collaboration. - Dale Hagmeyer, Vice President, Gartner  The launch of Reliance Retail and the Cap Gemini experience (ASE). The NavCenter / Innovation Labs – concepts pioneered by Matt Taylor / Langdon Morris  Touch-points of Consumer Experience at CDIT@RDRL as a collaborative model of RR rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
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  14. 14. The Lijjat Case Study (www.lijjat.com)   Shri Mahila Griha Udyog Lijjat Papad. India’s popular crispy bread. Consumed roasted or Fried.   Started with a modest loan of $2. The cooperative now has a annual sale that exceeds $ 1 billion   Completely run by women members as owners.(Ben). No male members – even on honorary basis   Kneading – Rolling – QC (consistency & good quality) – Packing – Supply to Distributor.   Accountants in each branch checks daily accounts. Single price across India.   Exports exceeding $ 0.25 billion! But no difference in quality of product for India versus Export.   Profits (and losses) are shared equally among all members irrespective of seniority, age or role   Overall committee of 21 members oversee the institution overall working No Power Center   Objective of committee to ensure self-dignity and respect of all members at workplace   Members from all communities, religion, language and demography..   DECENTRALISATION works !   Remuneration to all members is made in form of gold coins – 5 gm and 10 gm gold. rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  15. 15. TEAM WORK that was measured & rewarded The Inter-Bottling Units Incentive Program. The Sales Teams The Trade Partner Incentive Programs. Incentive Programs. rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  16. 16. ALIGNED with Company, Values & Colleagues  NSO Training Model – to build a sense of pride and clarity of role for each associate  Availability – Integrity - Dependability (AID) model for gaining supervisor confidence  Transparency of company’s accountability among colleagues – Lijjat case study  TEAM work that is measured and rewarded – Coca-Cola India rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  17. 17. DIGITAL, SERVICE & DELIVER Models rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  18. 18. Training Consumers – iPromise rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  19. 19. TRAINING for Role and Beyond  Product, Process, People Skills through NSO / PSO , P1/P2/P3, SUSD, Tech Labs, DIGITAL, SERVICE, DELIVER models – to serve formats and categories  The Learning model developed by Creative Channel Services (www.cyberscholar.com)  Certification models recognized by the Retail Industry : (Apple / Skillsmart/ Purple Passport)  Life long Learning assistance – The Manipal University Model of RDRL  Web 2.0 tools for collaborative learning – “Learning-Lounge” of Best Buy rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  20. 20. GROOMING & Code of Conduct - SELF rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  21. 21. DRESSING UP OUR STORES rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  22. 22. EXECUTION EFFICIENCY  The Operating Model – Plan/Buy/Move/Sell/Support – Efficiency across all elements  The Product Demo, Test Drive, Seminar and iPromise – by Apple Inc.  Grooming of Self & Store. Job Aids to support successful performance  Workplace ethics – Code of Conduct, Netiquettes and Global sensitivities  Nurturing EQ as Energy / Enthusiasm Quotient rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  23. 23. Grahak Devo Bhava rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  24. 24. rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  25. 25. GUEST RELATIONS  STAR Profiler as benchmark from Singapore Airlines / SQC / Singapore Tourism  PRIDE : Privacy, Respect, Involvement, Dignity & Empathy from Disney Institute  Grahak Devo Bhava – the guest relationship model of RR, the postcard When everyone matters and everyone knows he or she matters, employees are happy to come to work and they’re eager to give you their energy, creativity and loyalty - Lee Cockerel rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  26. 26. The Economics of Service rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  27. 27. Making Buying Technology a simple task rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  28. 28. OUTSTANDING EXPERIENCE   Making Buying a non threatening Experience   The Price of Premium Service – Coffee Example stated   Smile + Eye Contact + 3 feet diameter rules observed. Queue Busters.   Uniforms and Working Environment – to make associates most friendly   G.E.M.S. – “Go the Extra Mile” concept of Government of Singapore   Empowered to focus on experience rather than just the processes and systems.   Happy call by ResQ and lifelong service – 24*7. Story Telling / Customer Endorsements   Appealing to sight, sound, smell, touch, taste – wherever appropriate rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  29. 29. The Akshayapatra Foundation www.akshayapatra.org   One in three of the world's malnourished children lives in India.   India has the second largest education system in the world with 108 million children attending primary school   Akshaya Patra means “inexhaustible container” (Sanskrit) , has its origins in India’s famous epic Mahabharata   TAPF Vision reads “No child in India shall be deprived of education because of hunger”   “Research studies prove that mid-day meals is the most powerful incentive to attract children to schools”   Was set up in June 2000 in Bangalore, as a charitable Trust to offer nutritious food to deprived children in government schools to feed 1500 children   Cost-effective program spends only $0.15 per wholesome meal / per child   Akshaya Patra is secular and child inclusive and is provided only in Government schools   Today – TAPF feeds a million children every day, the largest in the world ! rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  30. 30. RESPONSIBLE Work-Life-Environment Balance   World class facilities and global scale canvas of operations available for all   The greening of a desert - Jamnagar   Car pool / Office picnics and off sites / Family celebrations / Chairman’s Diwali bash   Telecom revolution in India that helped eradicate embarrassment associated with illiteracy   Organized Retail revolution that promises to minimize hunger and enhance consumption & Infrastructure   The three wise monkeys are a pictorial maxim. Together they embody the proverbial principle to quot;see no evil, hear no evil, speak no evilquot;.   Infosys Foundation that helped create and sustain The Akshayapatra Foundation rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  31. 31. YIELD Matrices – Comprehension & Empowerment  Ability to analyze footfalls and purchase patterns of consumers at store / locations  Attachment selling as a job-aid for salesman – by DM’s leading to a way of life  Shrinkage and other yield-reducing elements (EOL) - minimize  Tracking device at back office for score card – Individuals, Store and National (DSS)  Regional and Store level consumer training and promotions as CRM  Competence to read and comprehend revenue ratios such as :   Yield per sq ft and Yield per person   Revenue (Average Ticket Value * Footfalls * Conversion Ratio) rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  32. 32. CATEGORY – for Talent Transformation COLLABORATION Mindset ALIGNED with Company, Values & Colleagues TRAINING for Role & Beyond EXECUTION Efficiency GUEST RELATIONS OUTSTANDING Experience RESPONSIBLE Work-Life-Environment Balance YIELD MATRICES – Comprehension & Empowerment rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  33. 33. CONCLUSION   Category management to date across the world has been a function that has its roots in profitable product management and the functions thereof   With the growing expectations of the Global Retail Village, it is time to push people management the respect and position it deserves, as a line function   Left alone, Category Management can continue its popular path and retain status quo   But Talent Transformation needs to be integrated for the future of retail and the people who choose to make a career in this industry   If we have a unified approach – that marries Category and Talent together at the store level, the effect we would experience would be outstanding – like a bow tie rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  34. 34. The Category Bow-Tie ! COLLABORATION Mindset CONSTITUENT PRODUCTS (Category Definition) ALIGNED with Company, Values & Colleagues ALIGNMENT WITH RETAILER (Category Role) TRACK PERFORMANCE TO DATE (Cat Assessment) TRAINING for Role & Beyond EXPECTED TARGETS & OBJECTIVES (Cat Scorecard) EXECUTION Efficiency GUEST RELATIONS GO-TO-MARKET STRATEGIES (Category Strategies) OUTSTANDING Experience OPERATIONAL OPTIMISATION (Category Tactics) RESPONSIBLE Work-Life-Environment Balance RIGOR OF EXECUTION (Category Implementation) YIELD MATRICES – Comprehension & Empowerment YIELD REVIEW & M-A-C-D (Category Review) rvbalaiyer@gmail.com Talented Category Management - Category Management Conference - Atlanta October 30, 2008
  35. 35. Talented Category Management R.V.Balasubramaniam Iyer India 35
  36. 36. R.V.Balasubramaniam Iyer India

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