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Cati2005 Christophe Pirotte, Rok Sunko Retailer Manufacturer Cooperation

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The retailer – manufacturer cooperation – is win-win possible? Mojca Avšič, Market research manager, Mercator Christophe Pirotte, FMCG specialist, CATI Rok Sunko, project manager, CATI 25/05/2005
 
Category management for ... ,[object Object]
... achieving greater customer satisfaction ,[object Object],[object Object],[object Object]
Retailer – manufacturer cooperation ,[object Object],[object Object]
[object Object]
Satisfaction on level of ... ,[object Object],[object Object],[object Object]
... consumption or ... ,[object Object],[object Object],[object Object],[object Object],[object Object]
... human being ,[object Object],[object Object],[object Object]
The path to consumption ... ,[object Object],[object Object],[object Object],[object Object],[object Object],Usage Loyalty Recognition Consideration Experience
... is base for understanding the human being ,[object Object],[object Object],[object Object]
Illustration: using only purchase data can be misleading
Trend 1:Assortment  key source of differentiation ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],P rediction ...
[object Object],[object Object],... and simulation are needed
“ Only big brands count” principle is not enough
Trend 2: Shop formats are a necessity ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Rise of new retail formats for specific segments
Retailer – manufacturer meet on the same platform Mercator Data Platform Suppliers
YES...
...BUT!!
... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you
Solution ,[object Object],[object Object],[object Object],Category definition Category performance measures Category strategies Category tactics Category role C ategory assessment Plan implementation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Category review ,[object Object],[object Object],[object Object]

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