8/10/2019 TCP Pack

1/25

8/10/2019 TCP Pack

2/25

2

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

8/10/2019 TCP Pack

3/25

3

Category Definition

What are the different Category needs you want to be satisfied ?

8/10/2019 TCP Pack

4/25

4

Category Definition

Which products best meet these needs ?

8/10/2019 TCP Pack

5/25

5

Category Definition

8/10/2019 TCP Pack

6/25

6

Category Segmentation:

What are the decision making steps and sequence of the steps,

before final selection for purchase ?

8/10/2019 TCP Pack

7/257

Category Segmentation

Definition

1st Level

Segmentation

2nd

Level

3rd

Level

8/10/2019 TCP Pack

8/258

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

8/10/2019 TCP Pack

9/259

Category Value Driver Development

Category Issues &Opportunities

Trends

8/10/2019 TCP Pack

10/25

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

8/10/2019 TCP Pack

11/2511

Value Drivers

Vision

DRIVER

$$$

DRIVER

$$$DRIVER

$$$

DRIVER

$$$

DRIVER

$$$

DRIVER

$$$

8/10/2019 TCP Pack

12/25

12

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

8/10/2019 TCP Pack

13/25

13

Category Vision Worksheet Market / ClusterMarket:_____________

Category:______________

CategoryVision

Statement

Category

Vision ofGrowth

8/10/2019 TCP Pack

14/25

14

Jobs To Be Done Worksheet

Behaviour Changes

Category

Growth

DriverConsumer Shopper Customer

GrowthDriver 1

Growth

Driver 2

Growth

Driver 3

Growth

Driver 4

8/10/2019 TCP Pack

15/25

15

Jobs To Be Done Worksheet

Category Value Driver JTBD

Value Driver 1

Value Driver 2

Value Driver 3

Value Driver 4

8/10/2019 TCP Pack

16/25

8/10/2019 TCP Pack

17/25

17

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

8/10/2019 TCP Pack

18/25

18

Value Driver for CustomerX

Customer Opportunity

Driver name 1 $$$

Driver name 2 $$$ Driver name 3 $$$

Driver name 4 $$$

8/10/2019 TCP Pack

19/25

19

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

8/10/2019 TCP Pack

20/25

Customer/Channel Name

CategoryNamePOP VISION

8/10/2019 TCP Pack

21/25

21

Channel :Category :POP Vision : ASSORTMENT

SEGMENTSValueDriver

JTBDCoverage

%# SKUs

Must ListBrands

PackSizes

Other Implications /Guidelines

Segment1 - -

Segment 2

8/10/2019 TCP Pack

22/25

22

Guidelines

Siting

Macro Space

Segmentation

Visibility

Signage

Equipment

Channel :Category :POP Vision : MERCHANDISING

8/10/2019 TCP Pack

23/25

8/10/2019 TCP Pack

24/25

24

Channel :Category :POP Vision : PRICING

Segment Brand Value Driver JTBDPricing

Guidelines

Pricing Index

8/10/2019 TCP Pack

25/25

25

Segment Value Driver JTBD Promotion Objective Mechanics Frequency

Channel :Category :POP Vision : PROMOTION