Category Review: SUPPLIER TEMPLATE

Category:[Enter Category Name]

Date of Review[Enter Date]

Prepared By [Enter Name]

Contents

Category Review

Highlights

Sales Overview

Market overview/ relative size of market – Ideas to Include for Supplier

Overview

Banner performance –DATA BY BANNER

Category role/definition

Segment performance

Brand performance

Consumer decision tree – For supplier to complete

Product – For Supplier to Complete

New brands ranged; new product launches

Place (Planograms / space management relay criteria) For Supplier to Complete

Pricing & promotions- For Supplier to Complete

Category strategy

Highlights

  • CM TO COMPLETE AT END OF REVIEW

Sales Overview

  • CM TO COMPLETE AT END OF REVIEW

Market overview/ relative size of market– Ideasto Include for Supplier

  • Share of category across channels (if relevant) e.g. Pharmacy/Grocery/Online/Wholesale/Department Stores/Mass General Merchandise Stores MAT
  • Detail of what has driven any change in channel spilt
  • Include any relevant & interesting topline market data and graphs
  • Include macro trends and global insights. Detail how these insights are relevant in a New Zealand context and highlight any potential opportunity.

Overview

  • CM TO COMPLETE

Banner performance –DATA BY BANNER

  • CM TO COMPLETE

Category role/definition

  • CM TO COMPLETE

Articulate the designated role of the category within the Banner.

•Destination Categories establish the Retailer as the dominant store of choice by providing the target customer with consistent, superior offer and value. Differentiation on more than price is needed and often large market opportunities exist in competing channels.

•Core Categories are viewed by the consumer as important from a value perspective and drive retailer share. These are generally the very large categories and establish the Retailer as the store of choice by providing consistent, competitive value in meeting the customer’s routine/stock-up needs.

•Routine Categories that establish the Retailer as the store of choice by providing consistent, competitive value in meeting the customer’s routine / stock-up needs.

•Occasional / Seasonal Categories that reinforce the image of the Retailer as the store of choice by providing timely, competitive value to the target customer.

•Convenience Categories that reinforce the Retailer’s image as a Full Service store by providing good value to the target Customer in meeting less planned, fill-in needs.

Segment performance

  • CM TO COMPLETE

Brand performance

  • CM TO COMPLETE

Consumer decision tree – For supplier to complete

The consumer decision tree takes how consumers logically shop the category and serves as a blueprint for how we develop our planograms, and identifies the framework for variety without duplication. It identifies whether the consumer shops by brand, segment, size or price first. Suppliers often have this information.

  • Provide commentary on how this category is shopped, e.g.
  • Within this category, consumers are often focused on purchasing whichever products will be the more effective for their specific symptoms; however brand continues to be a strong consideration
  • Include image of consumer decision tree (example below)

Product – For Supplier to Complete

New brands ranged; new product launches

  • Present view of core range with rationale
  • Provide brief detail on the key new range/ sku launches, and any other important detail that will impact the retailer/sales of the product i.e. significant above the line investment etc.
  • Include key points of difference vs. what is already on offer, including exclusivity, addressing segmentation gaps etc.

Place (Planograms / space management relay criteria) For Supplier to Complete

  • Note that the consumer decision tree shown above determines the layout of the planogram
  • Provide a view of how the category layout should look including rationale.
  • Flow of segments and sub segments
  • Groupings of subcategories etc.

Pricing & promotions-For Supplier to Complete

  • What products, price points and frequency work to drive the category
  • How does promotional program in FSNI compare to ROM?What are the opportunities?
  • What is the ideal Promotional Program moving forward?
  • Complete Promotional Review template below:

Category strategy

CM to COMPLETE

Every category role has appropriate strategies by product.

Category Role / Appropriate Strategies
Destination /
  1. Traffic Building
  2. Turf Protecting
  3. Transaction Building
  4. Excitement/Image Creation

Core /
  1. Traffic Building
  2. Transaction Building
  3. Turf Protecting
  4. Profit Generating

Routine /
  1. Transaction Building
  2. Traffic Building
  3. Profit Generating

Occasional /Seasonal /
  1. Excitement Creating
  2. Traffic Building
  3. Profit Generating

Convenience /
  1. Profit Generating
  2. Transaction Building
  3. Image Enhancing

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