category management - class presentation
DESCRIPTION
In today's rapidly changing marketplace, it is imperative to live at the edge and anticipate consumer's needs. The presentation gives insights about the latest trends and is meant to spur some thinking aboutTRANSCRIPT
Dan Kopelow
Eric Johnson
Sabrina Fruehauf
*What is the customer of today looking for at the grocery store?
*Agenda
* Lessons from Class: Accepted industry practices
* Trends:
- from Organic to Local
- Recycling
- Customer Service
* Examples
* Implications for CatMan
* Accepted Industry Practices
* Assortment
* Ambience
* Price
* Trends (I)
* Organic
Produced without pesticides, hormones & antibiotics
U.S. "organic" sales have grown from $1 billion in 1990 to $26.7 billion in 2010
Mass market retailers sold 54% of all organic food in 2010
Organic food is the fastest growing sector of the American food marketplace (study in 2010)
* Trends (II)
* From Organic to Local
52% of consumers prefer locally produced over organic options
Organic fruit products declined 58% between 2008 and 2011
Organic vegetable products decreased by 77% between 2008 and 2011
* Trends (II)
* Local Customers want to know where
their food comes from
"Slow Food"
Customers value "one-to-one" relationship (<--> Jewels)
* Trends (III)
* The value of recycling
Consumer is becoming more environmentally conscious
The number of shoppers who would choose environmentally friendly packaging increased by 8% from 2010 to 2011
Many customers are willing to pay extra for sustainable factor
* Trends (IV)
* Customer Service - what still matters
Knowledgable, available and friendly staff
Good value and convenience
A fast finish
Consumer tolerance for "slip-ups"
* Examples – today’s consumer
* Stonyfield's consumers:
"Have you considered putting your products in glass?"
* Today's consumer checks if a product can be recycled prior to buying it
* Rethinking of utilizing rather than throwing out leftovers
* Examples – today’s
organization
* Patagonia's 1% program
* Tom's shoes One for One movement
* P&G Future Friendly
* Hasbro's sustainable packaging initiative
* Implications for CatMan
* Assortment
* Ambience
* Price
Thank you!