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|  | |  |  | Category Planning |
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All retailers and suppliers who are serious about growing their business, must undertake Category Planning.
For srcg, Category Planning means a focus on engagement, collaboration and keeping the shopper at the centre of everything you do.
srcg believes passionately that the best category solutions arise from the output of cross-functional teams, and apply this belief in the facilitation and development of category plans.
| | The Category Planning process is brought to life through the pace of the srcg process and the focus on delivery in-store.
srcg Category Planning delivers actionable, fact-based plans that are built around your strategic objectives and the needs of shoppers.
The best Category Planning solutions transfer capabilities to your team throughout the process. The seamless integration of the srcg consulting and training offer brings this to life.
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| | Process |
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Inputs
Developing a Category Planning platform that delivers sustainable growth is essential for success.
This is achieved by focusing on:
- Selecting and engaging key business partners
- Building a cross-functional management team
- Instilling Category Management capability
- Assessment through data analysis and interpretation:
- Consumer
- Category
- Market
- Shopper
| | Outputs
All outputs must be actionable and driven by the insights from the assessment phase:
Implementable strategies and tactics
Scorecards and target setting
Size of the prize evaluation and return on investment
Ownership and timelinesImplementation:
- Communication
- Engagement at store level
- Test design (pilots vs. business as usual)
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Process transfer
srcg has developed a unique web-based tool called Category Management in a Box (CMB) which enables the process to be transferred to your business in a repeatable, sustainable and easily updateable manner. BP employs CMB to control their category planning on a worldwide basis.
srcg has facilitated category planning with many retailers, including BP, M&S Food and Circle K. All programmes have resulted in market leading growth, exemplified by Circle K where total store sales grew 3.5% ahead of the industry, after collaborative category plans were implemented. A long list of blue chip suppliers have recognised the distinctiveness of the srcg Category Planning process.
"During retailer/supplier Category Management collaborations, srcg have been accessible, pragmatic and flexible and have exhibited good facilitation skills. They ask the right questions, look at the business issues from both retailer and supplier perspectives and are prepared to challenge at the right time."
- Suzy Ford, Category Strategy Manager, Unilever |
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For further information please contact srcg on +44 (0) 20 8944 8400 and one or more of their team will meet with you to discuss your needs.
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