carrefour and p&g category management project - detergents
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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 - PowerPoint PPT PresentationTRANSCRIPT
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Carrefour and P&G Category Management project -
detergents
G.Beta - Carrefour L.Girlea - P&G
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Category Management:
Joint focus of Trade/Industry to meet Consumer needs
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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
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Principles:
Consumer focusedData basedCollaborativeOpenness & trustTotal system approach
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Joint project
Why Detergents?
Why P&G?
Why Carrefour?
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Detergents category:
Big number of SKUs Limited shelf space Frequent OOS High turnover Traffic builder
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P&G:
The biggest supplier in this category Category expertise
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Carrefour:
The leader in hyper format Consumer oriented Strategic partnership
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Objective:
Reduce out-of-stock in the category Increase turnover for the category Make the shopping decision easier for
Carrefour shoppers
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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
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Steps of the process:
Category definition/analysis:
Detergents:
Structure: auto, handwash, special Assortment classifying Volume/value share vs. market
Category scorecard
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Steps of the process:
Category scorecard- example
Sales Margin Share
Detergents
Auto
9 kg
6 kg
Manual
450g
600g
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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
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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
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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
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It really works…!!!It really works…!!!
Category
Streamlined assortment 15% less SKU’s
Out-of-stocks < 7%
Turnover increase 14 %
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It really works…!!!It really works…!!!
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Continuous process:
efficient pricing
Margin Mix
efficient promotions
Long term joint business plan
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