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Carrefour and P&G Category Management project - detergents

Carrefour and P&G Category Management project - detergents. G.Beta - Carrefour L.Girlea - P&G. Category Management: Joint focus of Trade/Industry to meet Consumer needs. Benefits: For consumer – oriented on his needs, the shopping is easier and more attractive

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Carrefour and P&G Category Management project - detergents

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  1. Carrefour and P&G Category Management project - detergents G.Beta - Carrefour L.Girlea - P&G

  2. Category Management: Joint focus of Trade/Industry to meet Consumer needs

  3. Benefits: • For consumer – oriented on his needs, the shopping is easier and more attractive • For trade – develop the business, increase efficiency, build profit, attract new shoppers • For supplier – consumer oriented, customer oriented, builds on our strength

  4. Principles: • Consumer focused • Data based • Collaborative • Openness & trust • Total system approach

  5. Joint project • Why Detergents? • Why P&G? • Why Carrefour?

  6. Detergents category: • Big number of SKUs • Limited shelf space • Frequent OOS • High turnover • Traffic builder

  7. P&G: • The biggest supplier in this category • Category expertise

  8. Carrefour: • The leader in hyper format • Consumer oriented • Strategic partnership

  9. Objective: • Reduce out-of-stock in the category • Increase turnover for the category • Make the shopping decision easier for Carrefour shoppers

  10. Resources: • Provided by Carrefour: • Raw data - Sales and Turnover per item • In-store implementation • Provided by P&G: • Shopper study/shopper profile • Shelf technology/expertise

  11. Steps of the process: Category definition/analysis: Detergents: • Structure: auto, handwash, special • Assortment classifying • Volume/value share vs. market Category scorecard

  12. Steps of the process: Category scorecard- example

  13. Steps of the process: Category strategy: • Build traffic – increase the number of purchases • Build transactions –increase the size of the average transaction Key Measure: Volume share

  14. Steps of the process: Category tactics: efficient assortment • Determine the SKUs accounting for 80% of the sales and turnover. • Determine the SKUs that are “unproductive” in terms of both sales and turnover

  15. Steps of the process: • Category tactics: • efficient shelving • According to volume share - determine the right shelf share per category, per size and per SKU • According to shopper decision tree/shopper psychology • Powered by planograms

  16. It really works…!!! Category Streamlined assortment 15% less SKU’s Out-of-stocks < 7% Turnover increase 14 %

  17. It really works…!!!

  18. Continuous process: • efficient pricing • Margin Mix efficient promotions • Long term joint business plan

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