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* Category Management: A Global Perspective Date Published: 10/11/2006 *
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Category Management: A Global Perspective  
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A unique, practical guide exploring category management approaches across the globe

  
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Over the last 11 years, IGD has enabled companies to benchmark their category management strategies by providing industry best practise tools, templates and case studies. We have trained over 3000 people globally on the practicalities of category management, equipping them with the skills and knowledge required to drive category growth.

Building on this experience, IGD has undertaken a global survey of 232 category management practitioners from over 20 markets, looking at the different processes and practices employed by companies around the world.

Category Management: A Global Perspective reveals the findings from this survey along with case study examples from:

  • Metro and Coca-Cola, Germany
  • Nestlé and Musgrave, Ireland
  • Campbell's, Europe
  • Selex and Barilla, Italy
  • Kraft, Braun and Auchan, France
  • Migros and Unilever, Turkey
  • Colgate Palmolive, Global
  • Asda and Masterfoods, UK
  • Diageo, Global
  • Dr Oetker, UK
  • Kraft, Global
  • S&N, Tesco and dunnhumby
  • Procter & Gamble and Carrefour, France
  • Schwarzkopf and Henkel, Spain

Focusing on the key differences and approaches between countries, it covers the four key areas of Category Management in Practice, Information Provision, In-store Implementation and International Programmes. It also poses a series of key questions throughout the report to challenge companies:

  • That have been practising category management for a number of years to avoid complacency and seek continual improvement in this area
  • That believe they are practicing category management but are in reality only practicing a small element of a much wider philosophy
  • That are relatively new to category management and are seeking understanding on the elements encompassed by the term ‘category management’
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Category Management: A Global Perspective will help you to:

Benchmark your category management capabilities with companies in your local market

Assess your position in terms of a global approach

Appreciate the benefits of information provision and data sharing

Understand the key components of international category management programmes

Use scorecards to benchmark your internal capabilities by country

Take advantage of global best practice and case studies for your future category plans
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EXECUTIVE SUMMARY
  • About the Research
  • Category Management in Practice
  • Information Provision
  • In-Store Implementation
  • International Category Management
CATEGORY MANAGEMENT IN PRACTICE

Research Methodology

Understanding of Category Management

Responsibility for Category Management

  • Dr Oetker UK Case Study

Approach of Trading Partners

  • Metro Case Study

Method of Approach

  • Responsibility versus Approach Taken
  • Examples of Cross Functional Team Approaches

Choice of Trading Partner

  • Scorecards
  • Interim Scorecards
  • Diageo Case Study

Potential Benefits

Potential Barriers

INFORMATION PROVISION

Sharing Information with Trading Partners

  • Sharing Information Retailers Versus Suppliers
  • Procter & Gamble and Carrefour Case Study
  • Asda Case Study

Use of Data

  • Use of Information
  • Gross Margin Return on Investment
  • Price Elasticity
  • Planogram Analysis
  • Promotional Performance
  • Range Gap Analysis
  • Information Provision (continued)
  • Range Performance
  • Category Segmentation
  • Customer Segmentation
  • Migros and Unilever Case Study
  • Shopper Insight/Shopper Missions
  • S&N,Tesco and dunnhumby Case Study
  • Long Term Consumer Trends

Importance of Information

  • Importance of Information: Retailer vs Supplier
  • Importance of Information: Regional Differences

Sources of Data

Data Utilisation Benchmarking Scorecard

IN-STORE IMPLEMENTATION

Implementation of Range Reviews

Implementation of Category Planograms

  • Nestlé and Musgrave Case Study

Implementation of Category Promotions

Measuring Implementation

Causes of Poor Implementation

  • Addressing the issue of lack of effective communications with stores - Schwarzkopf & Henkel Case Study
  • Addressing the issues of local autonomy - Selex and Barilla Case Study
  • Addressing the issues of lack of store buy-in to initiatives - Asda and Masterfoods Case Study
INTERNATIONAL CATEGORY MANAGEMENT

Sharing Information Internally

  • How Information is Shared

International Category Management Programmes

  • International Category Management Programme Elements
  • Kraft Case Study
  • Advantages of International Category Management
  • Challenges to Implementation of International Programmes

International Category Management Case Studies

  • Colgate Palmolive Case Study
  • Schwarzkopf & Henkel Case Study

Benchmarking Countries

  • IGD Category Management Development Curve
  • Campbell’s Case Study

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EUR € 1600 € 2400 € 800
Additional Information:

All reports are subject to VAT at 20%. Each MyReport is licensed for up to 50 users. For additional users, please contact IGD. This report is promoted by IGD as agent for IGD Services Ltd. Cheques should be made payable to IGD Services Ltd.

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