The retailer – manufacturer cooperation – is win-win possible? Mojca Avšič, Market research manager, Mercator Christophe P...
 
Category management for ... <ul><li>= hyped trend? </li></ul>
... achieving greater customer satisfaction <ul><li>Optimise categories /  </li></ul><ul><li>assortments according </li></...
Retailer – manufacturer cooperation <ul><li>Satisfy the consumer  </li></ul><ul><li>Based on consumer data </li></ul>
<ul><li>? IS THIS ENOUGH ? </li></ul>
Satisfaction on level of ... <ul><li>Satisfy the CONSUMER </li></ul><ul><li>or </li></ul><ul><li>the HUMAN BEING ? </li></ul>
... consumption or ... <ul><li>Consumption phenomenon </li></ul><ul><li>enhanced by   </li></ul><ul><li>marketing activiti...
... human being <ul><li>Relating to needs of INDIVIDUAL </li></ul><ul><li>on </li></ul><ul><li>Emotional level </li></ul>
The path to consumption ... <ul><li>HH or retail data  </li></ul><ul><li>enough?(consumption) </li></ul><ul><li>or </li></...
... is base for understanding the human being <ul><li>go-to-market </li></ul><ul><li>or </li></ul><ul><li>go-to-human bein...
Illustration: using only  purchase data can be misleading
Trend 1:Assortment    key source of differentiation <ul><li>Differentiation from </li></ul><ul><li>discounters </li></ul>...
<ul><li>Effect of private labels and exclusive </li></ul><ul><li>brands </li></ul>P rediction  ...
<ul><li>What will happen when purchase  </li></ul><ul><li>power increases? </li></ul>... and simulation are needed
“ Only big brands count” principle is not enough
Trend 2: Shop formats are a necessity <ul><li>Re-think assortment  </li></ul><ul><li>according to </li></ul><ul><li>enviro...
<ul><li>Younger population: </li></ul><ul><ul><li>Locations close to Universities, schools, in the centers of the town </l...
Retailer – manufacturer  meet on the same platform Mercator Data Platform Suppliers
YES...
...BUT!!
... <ul><li>Partnership: </li></ul><ul><ul><li>unexploited source of sustainable competitive advantage  for BOTH retailer ...
Thank you
Solution <ul><li>Product sorting – Focus groups </li></ul><ul><ul><li>Understanding categories, subcategories </li></ul></...
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Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation

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  • Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation

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

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