Post on 02-Jun-2018
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Trade Category Plan
Category Definition & Segmentation
Value Drivers
Category Vision
Goal per Value Driver
Goal per Value Driver for this Customer
Implications for this Customer
Assortment
Merchandising
Promotions
Pricing
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Category Definition
What are the different Category needs you want to be satisfied ?
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Category Definition
Which products best meet these needs ?
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Category Definition
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Category Segmentation:
What are the decision making steps and sequence of the steps,
before final selection for purchase ?
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Category Segmentation
Definition
1st Level
Segmentation
2nd
Level
3rd
Level
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Trade Category Plan
Category Definition & Segmentation
Value Drivers
Category Vision
Goal per Value Driver
Goal per Value Driver for this Customer
Implications for this Customer
Assortment
Merchandising
Promotions
Pricing
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Category Value Driver Development
Category Issues &Opportunities
Trends
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Local Category Value Drivers
Definition & Prioritization Template
Value Driver
Regional
Value Driver
LocalDefinition
Size
Category
Size
Unilever
Short
Term
H-M-L
Long Term
H-M-L
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Value Drivers
Vision
DRIVER
$$$
DRIVER
$$$DRIVER
$$$
DRIVER
$$$
DRIVER
$$$
DRIVER
$$$
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Trade Category Plan
Category Definition & Segmentation
Value Drivers
Category Vision
Goal per Value Driver
Goal per Value Driver for this Customer
Implications for this Customer
Assortment
Merchandising
Promotions
Pricing
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Category Vision Worksheet Market / ClusterMarket:_____________
Category:______________
CategoryVision
Statement
Category
Vision ofGrowth
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Jobs To Be Done Worksheet
Behaviour Changes
Category
Growth
DriverConsumer Shopper Customer
GrowthDriver 1
Growth
Driver 2
Growth
Driver 3
Growth
Driver 4
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Jobs To Be Done Worksheet
Category Value Driver JTBD
Value Driver 1
Value Driver 2
Value Driver 3
Value Driver 4
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Trade Category Plan
Category Definition & Segmentation
Value Drivers
Category Vision
Goal per Value Driver
Goal per Value Driver for this Customer
Implications for this Customer
Assortment
Merchandising
Promotions
Pricing
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Value Driver for CustomerX
Customer Opportunity
Driver name 1 $$$
Driver name 2 $$$ Driver name 3 $$$
Driver name 4 $$$
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Trade Category Plan
Category Definition & Segmentation
Value Drivers
Category Vision
Goal per Value Driver
Goal per Value Driver for this Customer
Implications for the Customer
Assortment
Merchandising
Promotions
Pricing
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Customer/Channel Name
CategoryNamePOP VISION
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Channel :Category :POP Vision : ASSORTMENT
SEGMENTSValueDriver
JTBDCoverage
%# SKUs
Must ListBrands
PackSizes
Other Implications /Guidelines
Segment1 - -
Segment 2
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Guidelines
Siting
Macro Space
Segmentation
Visibility
Signage
Equipment
Channel :Category :POP Vision : MERCHANDISING
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Channel :Category :POP Vision : PRICING
Segment Brand Value Driver JTBDPricing
Guidelines
Pricing Index
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Segment Value Driver JTBD Promotion Objective Mechanics Frequency
Channel :Category :POP Vision : PROMOTION