Retailers always seek preferred partners to assist them with Category Management, these are known under the name "Category Captains" What does it take to become one?

1. WHAT RETAILER SEEKS IN
CATEGORY CAPTAINS
HOW TO BE THE PERFECT CATEGORY CAPTAIN
Assortment and Space Optimization
The Nielsen Company

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WHAT RETAILERS SEEK IN CATEGORY CAPTAINS
OBJECTIVITY
8
GOOD SIZE AND
PERFORMANCE
IN THE MARKET
1
DEDICATED
RESOURCE(S)
2
LONG TERM
COMMITMENT
3
INNOVATIVE
CONCEPTS
7
RETAILER
UNDER-
STANDING
6
SHOPPER
FOCUS
5
SKILLS AND
EXPERIENCE
4

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1. GOOD SIZE AND PERFORMANCE IN THE MARKET
As supported by available local market data
A LEADING
SUPPLIER
NOT NECESSARILY
THE NUMBER ONE
NOT NECESSARILY
THE ONLY CAPTAIN
SIMILAR STRATEGIC
FOCUS WITH THE
RETAILER
DRIVING
CATEGORY
GROWTH
NOT NECESSARILY
THE FASTEST
MOVING
GROWING
MULTIPLE
SEGMENTS OF THE
CATEGORY
PREFERABLY
ORGANIC
GROWTH

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2. DEDICATED RESOURCE(S)
Start with one dedicated CatMan resource. NOT a Key Account Manager.
Sales Manager (KAM)
Salesperson
Account level sales and
shopper data
Category expertise
Category reviews
Full-line category programs
Recommendations on
retailer’s category strategies
Retailer specific marketing
Partnering/alliances
Category Manager
Business Manager
Market level sales and
consumer data
Expertise on own brands
Brand/company review
Own brand/SKU promotions
Recommended programs for
own brands
Trade segment marketing
Adversarial relationships
+

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5
High
Low
Fact-Based
Selling
Space &
Assortment
Management
Full Category
Management
Joint extended
Category Projects
Retailer Commitment to Category Management
Manufacturer
capability
to be
a category
“Expert”
Low High
Retailer data sharing
3. LONG TERM COMMITMENT
Developing the working relationship needs a change in mindset
InvestmentinShopperResearch

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4. SKILLS AND EXPERIENCE
Developing a collaborative relationship for a holistic business understanding
Information & skills provided
Company & Brand strategies
Market data
Consumer & Shopper knowledge
In-market category knowledge
Marketing & Selling Skills
Assortment & Merchandising skills
Responsibility
Analysis
Recommendations
Implementations resources
Information & skills provided
Company & Category strategies
Sales data
Shopper knowledge
In-store category knowledge
Selling & Operational skills
In-store execution skills
Responsibility
Review & decision
Implementation
Compliance
Category Captain Retailer
+

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Shopper segmentation
Store clustering
Shopper decision tree
Shopper category definition
Shopper behavior
Shopper insights
Shopper KPIs
Virtual shopping/Eye tracking
Store observation
Store test
5. FOCUS ON THE SHOPPER
Possible shopper input in every step of the process

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6. RETAILER UNDERSTANDING
Considering retailers strategic decisions and imperatives
CATEGORY
ROLES
CATEGORY TACTICS
Assortment Merchandising Price Promotion
Destination Complete variety
at segment and
SKU level
Prime store
location with high
traffic, high
exposure
Leadership (best
value for the
category, loss
leader)
High level of
activity, high
frequency, long
duration, many
vehicles
Preferred Broad variety,
down to SKU level
Average store
location, high
space allocation
Equal to
competition,
across all SKUs
Average level of
activities, various
vehicles
Occasional
(seasonal)
Timely variety Good store
location, average
space allocation
Equal to
competition during
season
Seasonal, timely
activities using
several vehicles
Convenience Selected SKUs
(biggest sellers)
Available store
location
Within reach of
competition,
around 15%
higher
Low level,
selected vehicles

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SnacksSoft Drinks
7. INNOVATIVE CONCEPTS
A vision for the category, a willingness to challenge the common and to test new
ideas
Coca-Cola, UK PepsiCo, Latin America

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Retailer
Manufacturer /
Distributor
Shopper
8. OBJECTIVITY
Respecting dichotomies in space planning and act in an objective way
Logistics Finance
Visual

11. HOW CAN NIELSEN HELPS YOU?

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HELP TO APPROACH A RETAILER FOR CAPTAINCY
Assign resources, skills and expertise needed to
be a captain
Define and communicate internally & externally
your way of CatMan, possibly in a charter
Do some homework: already do some analysis and
identify category opportunities for the retailer
Start small: if relevant, ask the retailer for just one
store
Set up
Define
Communicate
Prepare
Concede
Reassure
Talk category & segments before brands. Do not
necessarily use the words “Category
Management”, not to scare away retailers
If needed, design and sign a data confidentiality
agreement with the retailer

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USING NIELSEN SUPPORTING SERVICES
Category Management
Advice
Category Management
Outsourcing
Category Management
Workshop suite
Develop skills Develop approach Develop planograms

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14All workshops are available as public or in-house format
Impactful Space Management
Assist or influence shoppers via category & product space
and placement whilst ensuring efficient store operations
2days2days2days
Practical Category Management
Jointly develop in-store category tactics with a retailer/
manufacturer following ECR’s 8-step CatMan process
Shopper-Centric Category Management
Optimize in-store tactics using tools & techniques deeply
rooted in shopper profile and behavior
Audience (=retailers/manufacturers)
Space planning, Merchandising , Category
Management
Beginner and Intermediate level
Category Management, Merchandising
Buying, Trade Marketing, Marketing,
Sales, Key Account Management
Beginner and Intermediate level
Category Management, Merchandising
Buying, Trade Marketing, Marketing,
Sales, Key Account Management
Intermediate and Experienced level
Needs a good knowledge and practice of ECR’s 8 steps process or similar, experience at least in range and merchandising projects for
an entire category, or having attended Nielsen’s Practical Category Management workshop
Storewars (in cooperation with the Nielsen Company)
Manage a business and negotiate with trade partners to
achieve a leading and profitable market position
Category Management, Buying, Trade
Marketing, Marketing, Sales, Key
Account Management, Finance, HR
Top and middle management
2017 CATEGORY MANAGEMENT WORKSHOPS OVERVIEW
Efficient Assortment Management
Select the appropriate product assortment for your
category and contribute to operational effectiveness and
efficiency for your organization
Category Management, Merchandising
Buying, Trade Marketing, Marketing,
Sales, Key Account Management
Intermediate and Experienced level
2days

15. ASO
OUTSOURCED PLANOGRAMS CREATION

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NIELSEN CAN HELP YOU BY OUTSOURCING:
Define product range
Set merchandising rules
Create mudmap
Create planogram
Test shoppability
Review results
Monitor compliance
Set objectives
Preparation
Planograming
Execution
& Review
Develop Shopper Decision Tree

17. HEAR YOU SOON