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Merchandising Philosophy Part 2: Category Management

Merchandising Philosophy Part 2: Category Management. What is Category Management?. A Retailer/Supplier process of managing categories as strategic business units , producing enhanced business results by focusing on consumer value.

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Merchandising Philosophy Part 2: Category Management

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  1. Merchandising Philosophy Part 2:Category Management

  2. What is Category Management? A Retailer/Supplier process of managing categories as strategic business units, producing enhanced business results by focusing on consumer value • Category Management is a Process and involves a series of interrelated activities • Category Management is comprised of distinctly different supplier and retailer components and cannot be done alone by either • Category Management has improved business results and improved relationships between trading partners

  3. Traditional Business Practices Retailer Develops Store-Level Marketing Plans Manufacturer Develops Marketing Plans and Programs for Brands Implementation Category Management Practices Retailer & Manufacturer Category Planning Implementation Category Management

  4. A New Way of Doing Business OLD NEW Category/Brand/SKU Management Consumer Focused Tactics Data-Based Decision Making Proactive Business Planning Collaborative Work Process Brand/SKU Management Retailer Focused Tactics Deal-Based Decision Making Reactive Business Planning Adversarial Work Process

  5. Figure 14.13 Applying Category Management

  6. Figure 14.4b Shelf Logic: Software for Category Management Planning

  7. Category Captains Non-captains? What is a Category Captain? • an appointed lead supplier who carries out the category review and leads the process to deliver the plan for the total Category The Category Captain must: • have a demonstrable knowledge of customer insight and market understanding • take an objective approach to growing the overall category • recognize the role of other suppliers in delivering the goal

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