Category management is a retailing concept that breaks down a retailer's product range into discrete categories of similar products. Each category is treated as a strategic business unit with its own targets and strategies. The goals of category management include capturing customers' focus, defining category roles, monitoring competition and suppliers, and strengthening operations and performance. The category management process involves defining the category, assessing its role and performance, developing strategies and tactics, implementing plans, and reviewing results. Category management aims to add value for both retailers and suppliers.
Retail Management Notes, Basics of Retail Management, Classification of Retailers, Types of Retailers, Scope of Retailing, Functions of Retailers, Role of Retailers in Distribution Channel, Indian retailscape, organized and Unorganized Retailers,
Retail Sore, Store management, Responsibilities of store manager, Store objectives, Store design, Principles of store design, Layout, Types of layout, Signage, Feature Areas
Retail Management Notes, Basics of Retail Management, Classification of Retailers, Types of Retailers, Scope of Retailing, Functions of Retailers, Role of Retailers in Distribution Channel, Indian retailscape, organized and Unorganized Retailers,
Retail Sore, Store management, Responsibilities of store manager, Store objectives, Store design, Principles of store design, Layout, Types of layout, Signage, Feature Areas
Retail Shopper Behaviour, process of consumer buying in retail, Need recognition, stimulating need recognition, information search, types of buying decision
Retail Shopper Behaviour, process of consumer buying in retail, Need recognition, stimulating need recognition, information search, types of buying decision
For any business product categorization is very important. Through market survey and research on can identify the demand or availability of a particular product in the market. Accordingly the pricing strategy, the production planning, the distribution planning have been done. Every products lifecycle depends on the demand of common people in the market. If a product is in high demand and the availability or supply of that particular product or the supplementary product is insufficient in the market the price can be increased. So to run a business successfully the market survey and research is very important.
Category Management 6 Planogram Steps You Need to Know.pptxAnoop Ashok
The shopping experience you give to your shoppers can influence their attitude and perception of your store. Planograms identify products for the target segment and help understand how the customer encounters those products on the store shelves to encourage them to purchase. More importantly, this ensures the right balance in stocking various category-wise products on shelves.
Customer segmentation is the process of dividing customers into groups based on common characteristics so companies can market to each group effectively and appropriately.
Segmentation allows marketers to better tailor their marketing efforts to various audience subsets. Those efforts can relate to both communications and product development. Specifically, segmentation helps a company:
Create and communicate targeted marketing messages that will resonate with specific groups of customers, but not with others (who will receive messages tailored to their needs and interests, instead).
Select the best communication channel for the segment, which might be email, social media posts, radio advertising, or another approach, depending on the segment.
Identify ways to improve products or new product or service opportunities.
Establish better customer relationships.
Test pricing options.
Focus on the most profitable customers.
Improve customer service.
Upsell and cross-sell other products and services.
Overview of the process for strategic and tactical execution of brand building. Somewhat centered on a services and ";OpCo" layered organization, so while the vocabulary may change, the process is largely intact.
Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM
Manager Marketing and Business Development – Logiwiz Ltd.
Presentation Developed as course material for the SLIM Diploma in Brand Management
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (9th May 2014)
Similar to Category Management | Retail Management (20)
This presentation gives details about the Rural Retail Initiative called Hariyali Kisaan Bazaar right from the thought of inception till how it became a successful venture in India.
Pidilite Industries | Company AnalysisRohan Bharaj
This presentation gives a in-depth analysis (PESTLE, SWOT, Competition, Market, Industry) of Pidilite Industries and what strategy they should adopt for sustainable growth.
This is a hypothetical case given by Harvard Business School about Brannigan Foods and the challenges it is currently facing.
In the end, a decision needs to be taken as to what should be the decision of the company.
The case can be found found online.
This presentation shows the various ways a company can use Snapchat for promoting their product/service/business.
It also depicts what the future holds for Snapchat.
Services Marketing - Transitional Intensive Care (TIC)Rohan Bharaj
This presentation gives an overview of the business of TIC. It highlights the exceptional service provided by TIC to distinguish itself from the competition.
Brand Identity vs Brand Image of Lakme in IndiaRohan Bharaj
This presentation describes the Brand Identity vs Brand Image of Lakme in India.
It also highlights the marketing strategies undertaken by Lakme to differentiate itself from its competitors in India.
Pricing Strategies by Coca-Cola in IndiaRohan Bharaj
This document describes the the pricing journey of Coca-Cola India right from its entry till today. Coca-cola competes in a very fiercely competitive market and pricing is one of the most important factors it has to consider while conceptualizing its strategies.
Digital Banking for PSU banks in IndiaRohan Bharaj
This documents highlights the importance of Digital banking for PSU banks in India. In this digitally enhanced age, it is of utmost importance for PSU banks to be up to date with the latest technology.
Communication Plan of launching a Comedy TV show in Nepal and BangaldeshRohan Bharaj
In this document we have prepared a communication plan for launching a comedy TV show in Nepal and Bangladesh. We have considered the social, cultural and economic factors to come to our conclusion.
This document highlights the important points as to why Patanjali should launch its operations in UK. I have considered the socio-economic and political factors for UK to look at the feasibility.
The adoption of Electrically Powered VehiclesRohan Bharaj
This presentation tells us about the future of Electric Vehicles in a country like India. It also describes the pros and cons of the technology and the steps undertaken by the current Modi government to encourage electric vehicles.
In this document we have tries to analyze the current economic and business situation and predict how will the world and India look like ten years from now i.e. 2026.
This presentation describes the journey of Louis Vuitton in Japan. It highlights the strategies adopted by Louis Vuitton to beat the competition in the fiercely competitive luxury market of Japan
2. What is Category Management
Category management is a retailing concept in which the range of
products purchased by a business organization or sold by a retailer
is broken down into discrete groups of similar or related products;
these groups are known as product categories. It is a systematic,
disciplined approach to managing a product category as a strategic
business unit.
3. • The phrase "category management" was coined by
Brian F. Harris.
• Each category is run as a "mini business" in its own
right, with its own set of turnover and/or profitability
targets and strategies.
• Introduction of Category Management in a business
tends to alter the relationship between retailer and
supplier: instead of the traditional adversarial
relationship, the relationship moves to one of
collaboration, with exchange of information, sharing
of data and joint business building.
4. Rationale for CM
•Retailers' desire for suppliers to add value to their (i.e. the
retailer's) business rather than just the supplier's own
•The classification of products into separate category benefits the
customers and makes their shopping a pleasurable experience.
•The customers as per their interest, pocket and need can walk up
to the respective categories, check out the various options and
decide what to buy and what not to buy.
5. Category Captain
• Closest and most regular contact with the retailer
• Forms an alliance with the retailer to help them develop consumer
• insight, so they can satisfy shopper needs, improve performance and
increase profit.
• Expected to invest time, effort and often financial assets into development
of the category.
• In return, the supplier will gain a more influential voice with the retailer
6. Role of Category Management
•Capture customer’s focus
•Define category roles
–Destination
–Preferred
–Occasional
–Convenience
•Monitor competition and suppliers
•Strengthen operations and performance
8. •Define Category: This step helps define the category, the consumer decision tree identifies the choices and the
order of decisions customers make when they shop the category. Do they choose brand, sub-brand, quality,
flavor/scent, packing, etc.?
•Category Role: Role identifies the importance of the category to the retailer. This is the role the retailer wants
the category to play within their store. A category can be used to bring consumers into the store, increase foot
traffic, support routine shopping needs, be a destination for seasonal/occasional purchases, a one-stop-shop or
for convenience.
•Category appraisal: Knowing how the category performs at the retailer, within the market and across different
outlets is the next step. This should include a pricing, promotion, placement and product assortment assessment.
•Category scorecard: Scorecard is the strategic allocation of work to be performed to reach the category goals
and objectives. It is a summary of observations and analysis to help develop goals and targets for the category.
9. •Category strategies: Category strategies are designed to grow market share, increase sales, increase foot traffic,
improve gross margin, increase return on investment, increase shopping basket size and gain customer
satisfaction.
•Category tactics: Tactics include specific actions to be taken to achieve chosen category strategies. Promoting
top brands on a front end cap three times a quarter at a hot price point with a feature is just one example.
•Implement plan: This is the action step that brings your strategies and tactics to life, where the proverbial
rubber meets the road. The degree to which you accurately implement the plan will dictate its success.
•Review and assess performance: Analyze, measure and review the results. This should be ongoing and used to
help you refocus and make changes if necessary.
10.
11. Classification
•Staples – frequently purchased
item sand for regular use like
Tshirts,Tops Vest etc
•Variety enhancers –mainly used to
wear when going out or for special
purpose shirts, blouses, special
shirts
•Fill ins- used once in a while to
make up for the range or variety
like cargos and trousers
•Niches worn by certain type of
customers and bought with certain
regularity to maintain the look like
dresses, skirts western wear
14. Category Management in Apparel Store
Space planning- Consideration for layout decision
Latest collection to be placed in the front shelves
Seasonal needs to be considered in a dedicated aisles
high margin apparels to be placed in high traffic area
Shopping behaviour and operational considerations should be recognised
15. Category Management in Apparel Store
Visual Merchandising -Attracting patrons with visual cues
Shelving
Value /fashion image
Fixture type
Category Signage
16. Focus points in a Grocery Store
Lead Time and Reorder Level
Volume and Margins
Store Layout, Planogram & Visual Merchandising
Seasons and Festivals
Retail Servicescape