Category Managment
CALORY CONVERTION
STILL HAS A HIGH GROWTH POTENTIAL…
Calory convertion determines the share of ready to eat pet food in the overall diet of domestic dogs and cats.
In Western countries, it reaches and even exceeds 100%.
| 2010 | 2017 | 2018 | 2019 | 2020 | |
| DOG | 11,6% | 29% | 30,6% | 32,4% | 34% |
| CAT | 22,8% | 50% | 52,6% | 55,8% | 58% |
Euromonitor International, 2018-2020 estimation, 2010 MEMBR
WHAT GROWTHS OF THE MARKET
CAN WE EXPECT?
Nielsen JJ 2018, Euromonitor International
*estymacje oparte o rosnące trendy
IS IT BETTER TO FIGHT FOR INCREASING YOUR SHARES IN THE MARKET
OR FOR THE GROWTH OF THE ENTIRE CATEGORY?
Each one will probably answer: both.
Our goal, however, is to help all the market participants in building a growth strategy resulting in the increase in the entire category!
This is exactly what Category Management deals with.
DEFINITION AND GOAL OF THE CATMAN PROCESS
“A process occurring between the producer and the buyer which consists in managing a category of products in a strategic manner in order to satisfy the consumer’s needs and maximize the profitability of the sales of the entire category.”
ECR Committee
“Strategic management of a category of products for the purpose of maximizing profit and satisfying the customer’s needs”
Institute of Grocery Distribution
The Category Management is aimed at the most effective formating and placement of selected product groups on the shelves in the manner that guarantess optimal satisfaction of consumer requirements. It is a process, in which the retailer manages a product category jointly with the producer (supplier), using each other’s knowledge on the market consumer behaviours.
GOAL OF MANAGING
A PRODUCT CATEGORY
The basic goal of the category management project is its overall growth, not the growth of a specific brand or segment.
WHAT CAN WE DO AND WHAT DO WE OFFER?
- We cooperate with the modern channel customers both in Poland and abroad
- Our partners are the biggest players in terms of their respective market channels
- We run projects of varying degree of complexity
- We offer comprehensive category management service
- Our projects are suited to the customer’s specificity and needs
- We guarantee project continuity
- We hold current market data, inter alia, Nielsen, Euromonitor etc.
- We use professional tools (Spaceman)
Dawid Rabenda
Category Manager
CATMAN PROJECT TYPES
3 APPROACHES TO CATEGORY MANAGEMENT PROJECTS
CATEGORY MANAGEMENT
– OUR RULES
When implementing a Category Management project, we always look at business from a very wide perspective.
We draw on current and historical market data for particular sales channels of selected segments.
The market data is developed, inter alia, based on the detailed Nielsen and Euromonitor data.
When implementing an advanced project, we also analyse resale data of the customer.
Despite such detailed and objective approach to each project, the final decision always belongs to our customer.