Catman

BO1.4 Category Management – Solutions for Successful Implementation
Facilitated by

Peter Lloyd, Partner Chris Leach, Partner The Partnering Group

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ECR Europe 2008 – Berlin

Category Management

Welcome! Objectives for the Session
To share real life examples of Category Management in action..

To provide you with ideas to help implement Category Management in your ownbusinesses..

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ECR Europe 2008 – Berlin

Category Management

The Partnering Group
• Introductions
• Peter Lloyd, Partner, The Partnering Group (TPG) • Chris Leach, Partner, The Partnering Group (TPG)

• Who are The Partnering Group?
• International strategy and general management consulting firm • Working with Retailer & Suppliers since the mid 1990s delivering consulting and skillsdevelopment solutions • 50+ partners globally with broad cross functional ‘hands on’ industry experience • Intellectual capital that is regarded as Best Practice – Category Management – Brian Harris • Clients that span the globe in broad array of categories • Working with ECR since the mid 90’s

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ECR Europe 2008 – Berlin

Category Management

Session Overview

1. Three cases selected withECR from
a number of submissions

2. The case studies focus on:
1. Collaboration 2. Implementation 3. Creation of Shopper Value

3. They demonstrate the continued

need to focus on making it happen in store

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ECR Europe 2008 – Berlin

Category Management

The Case Studies
Time Case Study 1. Successful implementation of a category concept in a cooperative structure
• KarstenPapst, EDEKA • Detlef Koch, L’ORÉAL

17.05 – 17.25

17.25 – 17.45

2. Using Collaborative CRM to grow the Oral Care Market
• Pietro Poltronieri, SELEX • Francesco Marchese, COLGATE PALMOLIVE

17.45 - 18.05

3. Creating Shopper Value in the Mobile Handset Market
• Burkhard Elberg, NOKIA • Florian Dadre, NOKIA

18.05 – 18.15

4. Questions

• All Speakers

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ECR Europe 2008 –Berlin

Category Management

Successful implementation of a category concept in a cooperative structure

Tuesday 27th May 2008 Karsten Pabst, EDEKA Detlef Koch, L’ORÉAL Germany

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ECR Europe 2008 – Berlin

Category Management

The companies

100 years of expertise in German trade market No 1 in Germany More than 10.000 stores Cooperative structure

40 years of retailing expertiseHeadquarter in Binzen (South Germany) Different store sizes: from very small (550qm) to large sized stores (3.600qm) 24 awards within the past 10 years

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ECR Europe 2008 – Berlin

Category Management

The companies

Channels
Professional

Brands

100 years of expertise in cosmetics 17,1bn Euro consolidated sales turnover
Food, Drug and Mass

19 global brands in all distributionchannels

Parfumeries and department stores Experience

560 million Euro investments in R&D
Pharmacies

The Body Shop

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ECR Europe 2008 – Berlin

Category Management

The Role of Cosmetics or “The Beauty Exception”

A highly profitable category Historic growth and lots of reasons to continue that path: social, demographic Consumers with above average basket of goods Differentconsumption behaviour The beauty category is different and hence needs to be treated in a different way

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ECR Europe 2008 – Berlin

Category Management

The Role of EDEKA or “The EDEKA Exception”

Extremely successful in current destination categories such as wine, vegetables … EDEKA is currently not profiting from the positive development in beauty (not core business)

EDEKA isdifferent: Co-operative structure in 7 regions and with about 4.700 independent retailers A central management of the beauty category is currently not possible Several different store sizes: from very small to large sized stores

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ECR Europe 2008 – Berlin

Category Management

Hieber‘s Philosophy and their cooperation with L‘ORÉAL

Customer satisfaction is the main focus of Hieber’s...