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What is the process for developing a category management plan?

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Category management is a strategic approach to optimize the performance of a product category or a group of related products, based on consumer needs, market trends, and competitive dynamics. It involves cross-functional collaboration between sales, marketing, merchandising, and other stakeholders to align objectives, strategies, and tactics for each category. A category management plan is a document that outlines the goals, opportunities, and actions for improving a category's performance and delivering value to customers and retailers. Here is the process for developing a category management plan.

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Anousha S.

Dynamic Procurement
Rajiv Verma

Marketing Manager at Poddar Tyres Ltd at Gaya

1 Define the category

The first step is to define the scope and boundaries of the category, based on how customers perceive and purchase the products. You need to identify the key subcategories, segments, brands, and items that make up the category, and how they relate to each other. You also need to understand the role and importance of the category for the retailer, and how it fits into their overall assortment and store layout.

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Anousha S.

Dynamic Procurement
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define the category concerned assess the category assess performance set objectives and targets criteria develop strategies what tactics will be more efficient implementation of the right tactics review and wrap up

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Tanuj Sharma

Technical Operations @ Motion Education Pvt Ltd
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Category management plan development is a strategic process optimizing the procurement of goods or services. Initiate with robust data analysis, understanding market trends and consumer behavior. Identify key categories aligned with organizational goals. Set performance metrics and establish supplier relationships for effective collaboration. Engage stakeholders for comprehensive insights and buy-in. Develop strategies for cost efficiency, risk management, and innovation. Implement the plan systematically, monitoring and adjusting based on performance feedback. Foster continuous improvement through supplier engagement, technology integration, and adapting to market dynamics.

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Marc Lammers

Commercial Lead | Manager Category Management | Business lead | Over 15 years of experience driving business growth
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You should go one step back, before defining the category and that is to know/have a retailer's positioning and strategic plan in a bigger context. Then you can define the category and set it's role and goals etc

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2 Analyze the data

The second step is to collect and analyze relevant data to assess the current state and potential of the category. You need to use both internal and external sources of data, such as sales, market share, profitability, customer loyalty, shopper behavior, consumer preferences, competitive activity, and industry trends. You need to use various analytical tools and techniques, such as SWOT analysis, category scorecard, market structure analysis, shopper decision tree, and assortment optimization, to identify the strengths, weaknesses, opportunities, and threats for the category.

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Tanuj Sharma

Technical Operations @ Motion Education Pvt Ltd
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To develop a category management plan, start by analyzing data to understand market trends and consumer behavior. Identify key categories aligned with organizational goals. Set performance metrics, establish supplier relationships, and engage stakeholders for insights. Develop strategies for cost efficiency, risk management, and innovation. Implement and monitor the plan, adjusting based on performance feedback. Foster continuous improvement through supplier engagement and adapt to market dynamics. This data-driven approach ensures effective category management, enhancing efficiency and aligning with organizational objectives.

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Marc Lammers

Commercial Lead | Manager Category Management | Business lead | Over 15 years of experience driving business growth
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Again, analyzing data is important but also set it off against general positioning and the target customers. How is the category performing along these dimension? How is competition doing on these variables? etc

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3 Develop the strategy

The third step is to develop a clear and coherent strategy for the category, based on the data analysis and the retailer's objectives. You need to define the vision, mission, and goals for the category, and how they align with the retailer's overall strategy. You also need to determine the key drivers of growth and profitability for the category, such as price, promotion, placement, product, and people. You need to formulate the value proposition and positioning for the category, and how it differentiates from the competition.

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Tanuj Sharma

Technical Operations @ Motion Education Pvt Ltd
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Developing a category management plan involves strategic steps. After data analysis, identify key categories and set performance metrics. Establish supplier relationships and engage stakeholders for insights. Formulate strategies for cost efficiency, risk management, and innovation. Implement the plan systematically, adjusting based on performance feedback. Foster continuous improvement through supplier collaboration and adapt to market dynamics. This strategic approach ensures effective category management, driving efficiency and aligning with organizational objectives.

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Marc Lammers

Commercial Lead | Manager Category Management | Business lead | Over 15 years of experience driving business growth
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What is your overall goal? Increase basket size, attract new customers, or improve ASP. Just a few strategic goals to consider before developing your plan. It will put context to the tactics you will develop next. Dont forget, make your goals SMART so you can see if you are on track.

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4 Plan the tactics

The fourth step is to plan the specific tactics and activities that will implement the strategy and achieve the goals for the category. You need to consider the four Ps of marketing: product, price, promotion, and place. You need to decide on the optimal assortment, pricing, merchandising, and promotional mix for the category, and how they will appeal to the target customers and influence their purchase decisions. You also need to allocate the resources, budget, and timeline for each tactic, and assign the roles and responsibilities for the execution.

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Tanuj Sharma

Technical Operations @ Motion Education Pvt Ltd
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Plan tactics in developing a category management plan by analyzing data, identifying key categories, and setting metrics. Establish strong supplier relationships and engage stakeholders for insights. Develop cost-effective, risk-mitigating, and innovative strategies. Implement the plan systematically, adapting based on performance feedback. Continuously refine tactics through supplier collaboration, aligning with market dynamics. This tactical planning ensures an effective category management approach, driving efficiency, and meeting organizational objectives.

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Marc Lammers

Commercial Lead | Manager Category Management | Business lead | Over 15 years of experience driving business growth
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This is the fun part, what things are you actually going to do to reach your strategic goal? All your efforts must be in light of your goal.

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5 Execute the plan

The fifth step is to execute the plan and monitor the results. You need to communicate and coordinate with the retailer and other stakeholders to ensure a smooth and consistent implementation of the plan. You need to track and measure the performance of the category, using key performance indicators (KPIs), such as sales volume, sales value, market share, margin, return on investment (ROI), customer satisfaction, and loyalty. You need to collect feedback and insights from customers, retailers, and competitors, and identify any issues or challenges that may arise.

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Tanuj Sharma

Technical Operations @ Motion Education Pvt Ltd
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Execute the category management plan by implementing strategies systematically. Establish supplier relationships, engage stakeholders, and monitor performance metrics. Ensure seamless adaptation based on feedback. Execute cost-effective and innovative tactics, fostering continuous improvement. Collaborate with suppliers to align with market dynamics. This execution phase is critical for driving efficiency, mitigating risks, and achieving organizational objectives through effective category management.

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6 Review and revise

The sixth and final step is to review and revise the plan, based on the performance and feedback. You need to evaluate the effectiveness and efficiency of the plan, and compare the actual results with the expected results. You need to identify the best practices and the areas for improvement, and make any necessary adjustments or changes to the plan. You also need to update the data and the analysis, and revisit the strategy and the tactics, to ensure that they are relevant and responsive to the changing market conditions and customer needs.

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Rajiv Verma

Marketing Manager at Poddar Tyres Ltd at Gaya
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A big Yess! This is what I want to tell you ? beautifully defined here bkz unless you retrospect your strategy minutely you can't take major correctives for better sales yield...

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What is the process for developing a category management plan?

1

2

3

4

5

6

7

1 Define the category

2 Analyze the data

3 Develop the strategy

4 Plan the tactics

5 Execute the plan

6 Review and revise

7 Here’s what else to consider

Sales Management

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What is the process for developing a category management plan?

1

2

3

4

5

6

7

1 Define the category

2 Analyze the data

3 Develop the strategy

4 Plan the tactics

5 Execute the plan

6 Review and revise

7 Here’s what else to consider

Sales Management

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