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J.jokiranta category management__new_ways_of_cooperation
1.
Category Management – New
Ways of Cooperation Jukka Jokiranta ECR Finland
2.
Focus in Heterogenic
Markets Category Definition Category Role Category Assessment Category Review Category Scorecard Category Strategies Category Tactics Implementation 2 © 2010 ECR
3.
Focus in Highly
Competitive Markets Category Definition Category Role Category Assessment Category Review Category Scorecard Category Strategies Category Tactics Implementation 3 © 2010 ECR
4.
The Change
4 © 2010 ECR
5.
The Outcome
5 © 2010 ECR
6.
The Opportunity
Category Definition Category Role Category Assessment Category Review Category Scorecard Category Strategies Category Tactics Implementation 6 © 2010 ECR
7.
The Cooperation
• Customer & Consumer & Shopper focused • Information sharing as an enabler • Back to basics – process and cooperation Opportunity to real differentiation 7 © 2010 ECR
8.
Case Finland
• Uncertainty and chaos for a while – then new ways for the organization to looking into Category Management process • The use of extensive CRM-data and new customer oriented catman process • Goal setting • Process optimizing • Results measurement Category Definition Category Role Category Assessment Category Review Category Scorecard Category Strategies Category Tactics Implementation 8 © 2010 ECR
9.
Case Finland
• Totally new cooperation via consumption style customer segments and information sharing • Executing strategy supporting assortments, pricing, campaigns etc. together with supplier partners • The change of the basis data for CatMan work • Turning declining market share curve to growth (e.g. assortment classes were renewed from average to market structure based) 9 © 2010 ECR
10.
The Learnings
• Understand the Consumer and the Shopper • Go beyond the top-lists • Understand the value of the Information • Don’t relay on one source • Develop the understanding of the Category Management continuously • Internally and in cooperation • Make sure the people understand how the process really works • Active cooperation in CatMan Network in Finland and in nearby areas • Benchmarking • People development 10 © 2010 ECR
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