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Carrefour and P&G Category Management project - detergents G.Beta - Carrefour L.Girlea - P&G.

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Presentation on theme: "Carrefour and P&G Category Management project - detergents G.Beta - Carrefour L.Girlea - P&G."— Presentation transcript:

1 Carrefour and P&G Category Management project - detergents G.Beta - Carrefour L.Girlea - P&G

2 Category Management: Joint focus of Trade/Industry to meet Consumer needs

3 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

4 Principles:  Consumer focused  Data based  Collaborative  Openness & trust  Total system approach

5 Joint project  Why Detergents?  Why P&G?  Why Carrefour?

6 Detergents category:  Big number of SKUs  Limited shelf space  Frequent OOS  High turnover  Traffic builder

7 P&G:  The biggest supplier in this category  Category expertise

8 Carrefour:  The leader in hyper format  Consumer oriented  Strategic partnership

9 Objective:  Reduce out-of-stock in the category  Increase turnover for the category  Make the shopping decision easier for Carrefour shoppers

10 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

11 Steps of the process: Category definition/analysis: Detergents:  Structure: auto, handwash, special  Assortment classifying  Volume/value share vs. market Category scorecard

12 Steps of the process: Category scorecard- example SalesMarginShare Detergents Auto 9 kg 6 kg Manual 450g 600g

13 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

14 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

15 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

16 It really works…!!! Category Streamlined assortment 15% less SKU’s Out-of-stocks < 7% Turnover increase 14 %

17 It really works…!!!

18 Continuous process: efficient pricing  Margin Mix efficient promotions  Long term joint business plan

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