Trade Marketing Flashcards

Flashcards about Trade Marketing

Who is Dr. Brian Harris?

A former professor at USC, recognized as the father of Category Management, who introduced Category Management in the US.

What is the ECR's Definition of Category Management?

A joint retailer/supplier process of managing categories as strategic business units and producing enhanced business results by focusing on delivering consumer value.

What are the benefits of Category Management for consumers?

Evaluate category mix based on needs, enhance shopping experience, and increase satisfaction and value.

What are the benefits of Category Management for retailers?

Improved store image, increased consumer loyalty, attraction of new consumers, and increased financial results.

What are the benefits of Category Management for suppliers?

Becoming category captains/advisors, building strong retailer relationships, and increasing financial results.

What are four ways category management has improved over the past 20 years?

The process has been streamlined , become more open and creative , inclusion of consumer and shopper insights, and attention to implementation at store level

What are the 8 steps of the Category Management process?

Category Definition, Category Roles, Category Assessment, Performance Measurement, Category Strategies, Category Tactics, Plan Implementation, Category Review

What are the six key pillars inside the company related to Category Management?

Performance Measurement, Information Technology, Collaborative Trading Partner Relationships, Organization Capabilities, Strategy Business Process

What does internal adoption of Category Management require?

Requires a change in company culture, structure and processes, creates new roles, cooperation of different departments, and top management acceptance.

What is needed for cooperative trading partner relationships

The ability to think strategically, agree on a common process, willingness to share information, mutual investment, clear action plan, and commitment to agreed procedures.

What are good levels of approach for retailers and manufacturers?

Category Management and Cross Categories Project

What two things does Information Technology bring to Category Management?

Complexity reduction and consistency in data format and quality.

What two things are needed for performance measurement scorecards?

Mutual agreed scorecards and clear predefined quantitative & qualitative KPIs.