1. Category Management
Programs
Case Cheese Category
Jukka Jokiranta
ECR Finland

2. Case Cheese Category
Category Management Cooperation Case
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3. Joint Category Management Project
Initial Project Plan
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4. Example - Category Tree Structure
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5. Implementation in Action
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6. What did we do?
Before
After
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7. Before
Sub Category 1 Sub Category 2
Sub Category 3 Sub Category 5
Sub category 4
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8. After
Special Sub Cat 1 Sub Cat 3
Sub Cat 2
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9. Analysis
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10. Next?
• Consumer Insight
• Consumer needs
• Shopping patterns
• Preferences
• Values
• Product features
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11. Next?
• Segmenting
• Behavioral based
• Consumption trends
• Store cluster based
• Store level
• Channel based
• Media
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12. Recent Development in Finland
• The use of extensive CRM-data and new
customer oriented catman process
• The change of the basis data for CatMan work
• Totally new cooperation e.g. via consumption
style customer segments and information
sharing
• Executing strategy supporting assortments,
pricing, campaigns etc. together with
supplier partners
• Turning declining market share curve to growth
(e.g. assortment classes were renewed from
average to market structure based)
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13. Summary
• Market is becoming more and more consolidated
• Managing the categories (=business) in information and insight
based is a must
• Understand the value of the Information
• POS data, Loyalty Card data, product information
• E.g. Catalogue by ECR Russia
• Develop the understanding and skills about the
Category Management
• Internally
• In cooperation with trading partners
• In network
• Prepare the people!
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© 2010 ECR

14. Thank you!
Jukka Jokiranta
ECR Finland