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Category Management

Category Management. Estrategias del Comercio Detallista. Ing. Maria Elena Vázquez Lira Sesión 12 Octubre 2006. Evolución. Trade Marketing (80’s)

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Category Management

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  1. Category Management Estrategias del Comercio Detallista Ing. Maria Elena Vázquez Lira Sesión 12 Octubre 2006

  2. Evolución • Trade Marketing (80’s) • Estrategia por parte de los productores que considera al canal de distribución como un cliente para facilitar las decisiones de surtido, producto, comercialización y logística • Enfoque “Push” • ECR (REC) (90’s) • Colaboración entre el productor y el comerciante con el objetivo de entregar mayor valor al consumidor mediante la optimización de la cadena de suministros • Category Management (90’s) • Proceso que implica la gestión de categorías con el enfoque de unidades estratégicas de negocio

  3. Impacto de Category Management Internal Imperatives External Imperatives • Aggressively respond to competition • Retain and grow most attractive customer segments • Link strategy and execution • Execute consistent processes • Employ competitive and customer insight • Reflect an integrated “whole house” view Category Management drives: • Customer-centricity • Fact based decision making • Process consistency

  4. Enfoque de Category Management • Filosófico • Visión estratégica para generar máxima rentabilidad • Organizacional • Definiciones de planes • Colaboración formal • Estructural • Definición formal de responsabilidades • Evaluación de resultados

  5. Componentes del Category Management • Corazón • Definición de estrategia • Optimización de la cadena de suministro • Soporte • Medición de desempeño • Capacidad organizacional • Tecnologías de información • Proceso de colaboración

  6. Category Management is a Continuous Process Category review Category definition Category assessment Category strategy & tactics Category performance measures Plan implementation • Organize product groups and offerings based on specific consumer needs and relevant business requirements • Design category product hierarchy down to SKU-Level • Conduct full value chain analysis of situation: • Customers(profile, purchase behavior) • Market (trends, share, prices) • Competitorperformance, strategies, and tactics • Analyze financial metrics • Performance vs. target • Trends • Conduct SWOT Analysis across portfolio • Assign role for each category based on customer perspective • Develop role-driven strategies • Relate to Pentagon and Triangle • Brand strategy • Product/ sourcing strategy • Marketing/ pricing/ promotion strategy • Assortment strategy • SSF allocation • Visual merchandising strategy • Create balanced score card • Specific and measurable • Gain consensus on ratios and measurements • Review score card consistency with • Company strategy • Role of categories • Role of suppliers • Horizontal function goals (e.g. brand management, CRM, marketing) • Draw detailed action plans based on category roles and strategies • Line strategies • Receive approval from management • Strategic fit with company's overall business plan • Attainability of objectives and goals • Potential conflicts • Coordinate with suppliers • Align organization and assign responsibilities • Outline a critical path timeline

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