This thesis deals with the fields of category management. Category management is a process that focuses on effective product management at the level of each category. Category management process consists of defining categories, determining the role of category, assignment strategy category, tactics and implementation. For process of category management is crucial correct identification of consumer and his needs. Consumer decision making is affected by external and internal factors. Internal factors include effects on the personality level, such as learning, perception and motivation. Among the external factors include decision-making based on perception of price, brand, merchandising, or packaging.

Today’s fragmented and intensely competitive market place is the obstacle for retailers and suppliers to do business in a traditional way. Even customers have never been more sophisticated. In this perspective, thousands of idea has already been brought though articles, journals and books and thousands of seminars has been hold to define a new way of managing business. Just as an tremendous heat and pressure create diamond, these uncertainties and competitive challenges has produced a new marketing ideas known as category management that offers an wealth of opportunity for those who can adopt with this systematic approach. In this thesis, some definition and structure-oriented phases as well as the challenging area of category management are mentioned. In the next step, a perfect scenario through different stages starting from zero is brought out to show how retailers and suppliers can overcome the power game and collaborate with each other. Finally I have shown that a trust worthy relationship, coupled with in-store implementation of category management, can create a win-win situation for both retailers and suppliers. / Program: Magisterutbildning i Applied Textile Management

O ambiente econômico atual de alta concorrência impulsiona a busca inteligente por soluções que capacitem as empresas a apresentarem reduções de custos e aumento de rentabilidade, além de proporcionar a satisfação do consumidor, fatores fundamentais para a garantia de sobrevivência e crescimento. É sob esse contexto que surge o ECR (Efficient Consumer Response), iniciativa em que fabricantes de produtos de mercearia, varejo, atacado e demais facilitadores trabalham em conjunto para reduzir custos desse canal de marketing e possibilita maior valor ao consumidor. O Gerenciamento por Categorias é uma ferramenta que faz parte do ECR e permite a redução de custos de fornecedores e varejistas propiciando melhor exposição, abastecimento e variedade de produtos; calendário eficiente de promoções; maior giro e menor estoque, aumento na rentabilidade e preços competitivos, ao mesmo tempo em que focaliza práticas de merchandising e marketing eficientes orientadas para o cliente, foco principal desta ferramenta. Esta dissertação procurou conhecer o relacionamento entre fornecedor e varejo com a utilização da ferramenta, identificando as opiniões dos varejistas sobre seus fornecedores e vice-versa, apresentando os principais pontos de divergência e semelhança entre estas opiniões, além de identificar e caracterizar as variáveis do relacionamento entre os parceiros que prejudicam e os que favorecem o processo de Gerenciamento por Categorias. Devido à natureza dos objetivos estabelecidos, foi adotado o método exploratório com base em estudo de caso. Foram analisados uma rede de varejo supermercadista e dois fornecedores de categorias distintas: café e limpeza. Utilizaram-se questionários eletrônicos estruturados e entrevistas para levantamento das informações. Foi possível identificar pontos convergentes e divergentes quanto ao conceito de parceria, mostrando a necessidade de alinhamento em alguns aspectos fundamentais do conceito para melhor atendimento das expectativas dos parceiros. O tempo de parceria e a utilização de um instrumento legal menos formal (maior interação interpessoal) mostraram afetar negativamente o relacionamento. Os principais problemas levantados no estudo são referentes às variáveis: comunicação, investimento específico, comprometimento, confiança e cooperação, contradizendo o que estas empresas afirmam ser importante para uma boa relação de parceria. O relacionamento entre fornecedor e varejo no Gerenciamento por Categorias precisa ser mais bem desenvolvido, estimulando o maior envolvimento dos parceiros, principalmente os varejistas que se mostram com menor empenho no desenvolvimento do relacionamento e da ferramenta. Embora existam divergências entre os parceiros, as empresas participantes deste estudo disseram estar satisfeitas quanto aos resultados obtidos com a implantação do Gerenciamento por Categorias. / The very competitive recent economic environment propels the intelligent search for solutions that enable the companies to present costs reduction and profitability increase, besides meeting the consumer satisfaction, which are the fundamental factors for survival and growing warranty. It is under this context that the Efficient Consumer Response (ECR), an initiative in which manufacturers of products, such as, from grocery stores, from retail, from wholesale, and other facilitators, work together to reduce costs of this marketing channel and enable higher value to the consumer. The Category Management is a tool from the ECR, it allows the costs reduction of suppliers and retailers, providing better exposition, supply, and variety of products; sales promotion efficacy calendar; bigger rotation and lower inventory, profitability increase and competitive prices, by also focusing on efficient merchandising and marketing practices directed to the client that is the main focus of this tool. The present dissertation aimed at reporting the relation between the supplier and retail by using the tool, identifying the retailers opinions about their suppliers and vice-versa, presenting the main divergence and similarity points among these opinions, besides identifying and characterizing the relation variables between the partners that injure and those that favor the Category Management process. Due to the established objectives nature, the exploratory method was taken based on the case study. A supermarket retail chain and two different categories of suppliers coffee and cleaning were analyzed. Structured electronic questionnaires and interviews to survey information were used. It was possible to identify convergent and divergent points as to the partnership definition, showing the need of aligning in some fundamental aspects of the definition to better serve the partners expectations. The partnership time and the use of a less formal legal instrument (better interpersonal interaction) seemed to negatively affect the relation. The main issues that were reported in the study refer to the variables: communication, specific investment, commitment, trust, and cooperation, which are opposed to what these companies state to be important for a good partner relation. The relation between the supplier and retail in the Category Management needs to be more developed, encouraging the greatest involvement of the partners, specially the retailers that have better performance in the relation and tool development. Although there are divergences between the partners, the companies that are participating of this study stated that they are satisfied as to the results obtained with the Category Management implantation.

<p>Purpose - The purpose of the research is to study how category management is implemented by Chinese Lianhua supermarket. Design/methodology/approach - This paper is adopted a single case study of qualitative ap-proach with explanatory and exploratory design as our research strategy. The method of the re-search is developed by the following three steps: (1) based on the previous literature, we elaborate category management background, its definition, explain category management process, analyze its demand side and the benefits it brings to retailers; (2) according to the above literature and theories, we create a working model which combines category management and its demand-driven side feature (i.e. customer focus, category management collaboration and strategic retailing positioning) in order to analyze the implementation of category management in Chinese super-market retailing; (3) we find a Chinese supermarket that is carrying out category management and conduct a case study based on it. With consideration of the working model, we explain how cate-gory management is implemented in the supermarket, find barrier and challenges during the im-plementation and make the corresponding suggestions to the current situation. The case study is based on interviews with major representatives from Lianhua supermarket and one of its suppli-ers in order to achieve insight into the essence of the problem. Findings and analysis - The implementation of category management in Lianhua supermarket includes “strong outlet” strategy aiming to deal with the supermarket development in a fierce competitive environment. Besides, Lianhua supermarket closely carries out the category management process and adapts the process according to its own positioning. Insufficient systems to support the implementation of category management, collaboration with suppliers is still on the fence, lack of internal managerial techniques and conflicts between category concentration and customers’ personalized shopping are the major barriers and challenges facing to Lianhua supermarket during its implementation of category management. Authors suggest Lianhua supermarket to invest IT resources, establish win-win strategic relationship, enhance top management commitment, improve internal collaboration and improve category performance measures. Research limitations – This research only restricts insights of category management on single case and specific geographical location. As for whether the research is also applied to other industry, the researched hasn’t been concerned and needs further research. The case study in the research is conducted only from retailer’s point of view. Findings obtained from the interviews are mostly from Lianhua supermarket side. The inadequate interview from supplier side is a clear limitation of the study, but it leaves an interest for future research.</p>

Purpose - The purpose of the research is to study how category management is implemented by Chinese Lianhua supermarket. Design/methodology/approach - This paper is adopted a single case study of qualitative ap-proach with explanatory and exploratory design as our research strategy. The method of the re-search is developed by the following three steps: (1) based on the previous literature, we elaborate category management background, its definition, explain category management process, analyze its demand side and the benefits it brings to retailers; (2) according to the above literature and theories, we create a working model which combines category management and its demand-driven side feature (i.e. customer focus, category management collaboration and strategic retailing positioning) in order to analyze the implementation of category management in Chinese super-market retailing; (3) we find a Chinese supermarket that is carrying out category management and conduct a case study based on it. With consideration of the working model, we explain how cate-gory management is implemented in the supermarket, find barrier and challenges during the im-plementation and make the corresponding suggestions to the current situation. The case study is based on interviews with major representatives from Lianhua supermarket and one of its suppli-ers in order to achieve insight into the essence of the problem. Findings and analysis - The implementation of category management in Lianhua supermarket includes “strong outlet” strategy aiming to deal with the supermarket development in a fierce competitive environment. Besides, Lianhua supermarket closely carries out the category management process and adapts the process according to its own positioning. Insufficient systems to support the implementation of category management, collaboration with suppliers is still on the fence, lack of internal managerial techniques and conflicts between category concentration and customers’ personalized shopping are the major barriers and challenges facing to Lianhua supermarket during its implementation of category management. Authors suggest Lianhua supermarket to invest IT resources, establish win-win strategic relationship, enhance top management commitment, improve internal collaboration and improve category performance measures. Research limitations – This research only restricts insights of category management on single case and specific geographical location. As for whether the research is also applied to other industry, the researched hasn’t been concerned and needs further research. The case study in the research is conducted only from retailer’s point of view. Findings obtained from the interviews are mostly from Lianhua supermarket side. The inadequate interview from supplier side is a clear limitation of the study, but it leaves an interest for future research.

O ambiente econômico atual de alta concorrência impulsiona a busca inteligente por soluções que capacitem as empresas a apresentarem reduções de custos e aumento de rentabilidade, além de proporcionar a satisfação do consumidor, fatores fundamentais para a garantia de sobrevivência e crescimento. É sob esse contexto que surge o ECR (Efficient Consumer Response), iniciativa em que fabricantes de produtos de mercearia, varejo, atacado e demais facilitadores trabalham em conjunto para reduzir custos desse canal de marketing e possibilita maior valor ao consumidor. O Gerenciamento por Categorias é uma ferramenta que faz parte do ECR e permite a redução de custos de fornecedores e varejistas propiciando melhor exposição, abastecimento e variedade de produtos; calendário eficiente de promoções; maior giro e menor estoque, aumento na rentabilidade e preços competitivos, ao mesmo tempo em que focaliza práticas de merchandising e marketing eficientes orientadas para o cliente, foco principal desta ferramenta. Esta dissertação procurou conhecer o relacionamento entre fornecedor e varejo com a utilização da ferramenta, identificando as opiniões dos varejistas sobre seus fornecedores e vice-versa, apresentando os principais pontos de divergência e semelhança entre estas opiniões, além de identificar e caracterizar as variáveis do relacionamento entre os parceiros que prejudicam e os que favorecem o processo de Gerenciamento por Categorias. Devido à natureza dos objetivos estabelecidos, foi adotado o método exploratório com base em estudo de caso. Foram analisados uma rede de varejo supermercadista e dois fornecedores de categorias distintas: café e limpeza. Utilizaram-se questionários eletrônicos estruturados e entrevistas para levantamento das informações. Foi possível identificar pontos convergentes e divergentes quanto ao conceito de parceria, mostrando a necessidade de alinhamento em alguns aspectos fundamentais do conceito para melhor atendimento das expectativas dos parceiros. O tempo de parceria e a utilização de um instrumento legal menos formal (maior interação interpessoal) mostraram afetar negativamente o relacionamento. Os principais problemas levantados no estudo são referentes às variáveis: comunicação, investimento específico, comprometimento, confiança e cooperação, contradizendo o que estas empresas afirmam ser importante para uma boa relação de parceria. O relacionamento entre fornecedor e varejo no Gerenciamento por Categorias precisa ser mais bem desenvolvido, estimulando o maior envolvimento dos parceiros, principalmente os varejistas que se mostram com menor empenho no desenvolvimento do relacionamento e da ferramenta. Embora existam divergências entre os parceiros, as empresas participantes deste estudo disseram estar satisfeitas quanto aos resultados obtidos com a implantação do Gerenciamento por Categorias. / The very competitive recent economic environment propels the intelligent search for solutions that enable the companies to present costs reduction and profitability increase, besides meeting the consumer satisfaction, which are the fundamental factors for survival and growing warranty. It is under this context that the Efficient Consumer Response (ECR), an initiative in which manufacturers of products, such as, from grocery stores, from retail, from wholesale, and other facilitators, work together to reduce costs of this marketing channel and enable higher value to the consumer. The Category Management is a tool from the ECR, it allows the costs reduction of suppliers and retailers, providing better exposition, supply, and variety of products; sales promotion efficacy calendar; bigger rotation and lower inventory, profitability increase and competitive prices, by also focusing on efficient merchandising and marketing practices directed to the client that is the main focus of this tool. The present dissertation aimed at reporting the relation between the supplier and retail by using the tool, identifying the retailers opinions about their suppliers and vice-versa, presenting the main divergence and similarity points among these opinions, besides identifying and characterizing the relation variables between the partners that injure and those that favor the Category Management process. Due to the established objectives nature, the exploratory method was taken based on the case study. A supermarket retail chain and two different categories of suppliers coffee and cleaning were analyzed. Structured electronic questionnaires and interviews to survey information were used. It was possible to identify convergent and divergent points as to the partnership definition, showing the need of aligning in some fundamental aspects of the definition to better serve the partners expectations. The partnership time and the use of a less formal legal instrument (better interpersonal interaction) seemed to negatively affect the relation. The main issues that were reported in the study refer to the variables: communication, specific investment, commitment, trust, and cooperation, which are opposed to what these companies state to be important for a good partner relation. The relation between the supplier and retail in the Category Management needs to be more developed, encouraging the greatest involvement of the partners, specially the retailers that have better performance in the relation and tool development. Although there are divergences between the partners, the companies that are participating of this study stated that they are satisfied as to the results obtained with the Category Management implantation.

Este trabajo de título tiene como objetivo el diseñar una metodología para realizar una administración de categorías de consumo masivo en el formato hipermercados, abarcando decisiones estratégicas y tácticas (estas últimas acotadas a surtido eficiente y exhibición en góndola), culminando con la implementación y una propuesta de revisión periódica. Todo esto trabajando desde uno de los proveedores de la categoría, como asesor directo del cliente bajo la figura de “capitán de categoría”. Además se busca evaluar el real impacto de esta gestión implementando el surtido propuesto en la mayoría de las salas LIDER de Chile y midiendo sus resultados. Es por esto que este trabajo se desarrolla en el área de Category Management de Procter & Gamble Chile, en asociación con la cadena de supermercados LIDER. La metodología consiste en desarrollar los 8 pasos necesarios para realizar un desarrollo de categorías de consumo masivo (Cuidado del Cabello en LIDER en este caso) haciendo énfasis en que el aporte de este trabajo de memoria es involucrar la implementación y medición del rendimiento de este proyecto en particular. Además, se profundiza en la implementación de los surtidos propuestos, generando propuestas de planogramas (mapas de la góndola) para las salas involucradas. Lo fundamental del desarrollo del trabajo de memoria es que se valida y documenta toda la metodología necesaria paso a paso, incluyendo análisis e indicadores necesarios, creando un documento completo que abarca desde los aspectos generales del proceso de negocios del Category Management, como la definición de una estrategia de crecimiento, hasta los aspectos operativos como la planogramación de góndolas e implementación, pasando por el desarrollo de tácticas, planes de acción, análisis completo de la categoría, y scorecards con el cliente. Los resultados de la aplicación de las propuestas muestran un aumento de la participación de mercado de la categoría en LIDER de un 5%, equivalente a un 19% de las ventas. Además, mejoraran notoriamente los índices de penetración y lealtad, junto con indicadores complementarios desarrollados en el trabajo. Para trabajos futuros se recomienda incluir análisis de precios y promociones como parte importante de la administración de categorías y complementaria a las tácticas de surtido eficiente y exhibición presentadas en este trabajo.

The aim of the thesis is to describe the Czech retail industry and the practice used in the category management. The work compares and evaluates the current state of the ice-cream category management in different retail chains and recommends changes for the next ice-cream season for one of the retailers. The description of the retail industry and the introduction set the background for the thesis and the explanation of the continuous category management provides the framework for the analysis. The empirical part conducts the category planning step by step. The key parts are category assessment and category scorecard, which benchmark different stores in terms of assortment, display, price, and promo. Finally recommendations and conclusions are derived from the analysis to improve the category performance.

The thesis was suggested and assigned by Tesco Stores CR. The idea behind is to find out whether supporting local producers can bring a competitive advantage to an involved retailer on the Czech retail market. It is focused primarily on fresh food categories which seem to be the most suitable for local sourcing prefernce. The thesis also considers the relationship between quality-origin-customer expectation. The practical part includes two researches-one studies marketing tools used by retailers present on Czech market in order to promote local producers. The other one provides Czech food producers' opinion on retailers controlling Czech retail market.

Dissertation presents theoretical approaches to category management including the definition of its 8-step process. The implementation of category management is shown on examples of the Coca-Cola company, which support functionality of suggested methodology and objectives from the beginning of this dissertation.