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

2. Joint focus of Trade/Industry
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. Provided by Carrefour:
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. Category scorecard- example
Steps of the process:
Category scorecard- example
Sales
Margin
Share
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. According to shopper decision tree/shopper psychology
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
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16. Streamlined assortment 15% less SKU’s Out-of-stocks < 7%
It really works…!!!
Category
Streamlined assortment 15% less SKU’s
Out-of-stocks < 7%
Turnover increase % 60

17. It really works…!!!

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