Fabrics Care
FabricsConditioner
Bleach
Pretreater
Rinse Softener Ironing Aids
Normal Color
Cleanser
Light Duty Liquid
Case Study Focus - Fabrics Concentrate Conventional
LDL
480 23.3 432 21.9 4.85% 5.07% 0.23
Soap
212 29.1 206 25.8 13.7% 12.5% (7.20)
Pre-Treat 103 15.3 108 11.0 14.8% 10.2% (4.90)
Bleach
394 30.7 402 30.7 7.79% 7.64% (2.34)
This Case Study
❖ Is the International Process.
❖ Is based on real SKU’s and market, but Data detail is changed for confidentiality.
International Category Management Model
❖ What are the Opportunities for Improvement?
Category Assessment (Page 5) TotalCategory LastYear ThisYear NextYear SharePoint
Gap
Market Sales
7449
7702
7802.0
Fabrics Care
Fabrics Cleanser
FabricsConditioner
Bleach Pretreater
Main Wash
Delicate Wash
Rinse Softener Ironing Aids Normal Color Cleanser
Concentrate Heavy Duty Liquid Light Duty Liquid
Category Role The Category is Priority because
Signature /Destination
of it’s importance to Sales and
Profit, plus it’s competitive
Priority
importance.
Basic / Routine
Occasional/Seasonal Fill-in / Convenience
Category Assessment
❖ What is the current performance of the Category and Segments?
❖ How does the performance compare to the Market?
Retailer management in advance.)
Category Definition & Structure Conventional
Fabric Care
Main Wash
Concentrate
Fabrics Cleanser
Delicate Wash
Heavy Duty Liquid
TOTAL
7449 428.3 7702 385.1 5.75% 5.00% 0.30
Excluding Declines, Growth Opportunity = 13.67%
Definition
Role
Review
Assesment Scorecard Strategies
Assortment Pricing
Tactics Implementation
Promotion Shelving
Handout Material - Pages 3 & 4
❖ Category Definition ❖ Category Role ❖ (These are generally agreed by Supplier &
Worse than Total Retailer Sales
Category Segment Assessment
Sales;
5.3%
(Sales) Fair Share =
Sub-Cat Last Year This Year Market Share Point
Gap
(000,000's) Mkt Ret Mkt Ret LY
TY
Concentrate 2156 140.3 2242 116.4 6.51% 5.19% 0.11
Conventional 1904 97.8 1981 90.1 5.14% 4.55% 0.75
HDL
1639 65.7 1737 62.8 4.01% 3.62% 1.68
Softener
561 26.1 594 26.4 4.71% 4.44% 0.86
Growth
3.40%
0.13%
Retailer Sales
428.3
385.1
Retailer Share
5.75%
5.0%
Retailer "Fair Share"
5.3%
0.3
Cash Profit
34.3
35.0
%Margin
8.01%
9.09%
Loss of Share Profit Maintained
❖ Understand the Category Management Model.
❖ Understand the linkage between the Steps in the Model by working through Cat Man Process.
❖ Understand Practical Application of Category Management by Agreeing a Category Plan.
Case Study Agenda
❖ Objectives of the Case Study ❖ Category Management Model ❖ Work through the Cat Man Process,
(Scorecard & Ta Nhomakorabeatics)
Objectives of the Case Study