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Category Management –
New Ways of Cooperation

Jukka Jokiranta
ECR Finland
Focus in Heterogenic Markets


                                  Category Definition


                                   ...
Focus in Highly Competitive Markets



                                   Category Definition


                          ...
The Change




                          4
© 2010 ECR
The Outcome




                           5
© 2010 ECR
The Opportunity


                                                 Category Definition


                                 ...
The Cooperation

        •    Customer & Consumer & Shopper focused
        •    Information sharing as an enabler
       ...
Case Finland

        • Uncertainty and chaos for a while – then new ways for the
          organization to looking into C...
Case Finland

        • Totally new cooperation via consumption style customer
          segments and information sharing
...
The Learnings

        • Understand the Consumer and the Shopper
             • Go beyond the top-lists
        • Understa...
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J.jokiranta category management__new_ways_of_cooperation

  1. 1. Category Management – New Ways of Cooperation Jukka Jokiranta ECR Finland
  2. 2. Focus in Heterogenic Markets Category Definition Category Role Category Assessment Category Review Category Scorecard Category Strategies Category Tactics Implementation 2 © 2010 ECR
  3. 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. 4. The Change 4 © 2010 ECR
  5. 5. The Outcome 5 © 2010 ECR
  6. 6. The Opportunity Category Definition Category Role Category Assessment Category Review Category Scorecard Category Strategies Category Tactics Implementation 6 © 2010 ECR
  7. 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. 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. 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. 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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