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Copyright © MEMRB IRI, 2007. Confidential and proprietary.
Space Management
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2Copyright © MEMRB IRI, 2007. Confidential and proprietary.
OSNOVAN 1962. GODINE PRETHODNIK U UVOĐENJU ISTRAŽIVANJA TRŽIŠTA NA TRŽIŠTIMA U RAZVOJUPOKRIVA SREDIŠNJU, ISTOČNU I JUŽNU EUROPU TE BLISKI ISTOK I AFRIKUU HRVATSKOJ U SURADNJI SA PULSOM, VODEĆOM AGENCIJOM ZA ISTRAŽIVANJE TRŽIŠTA (1999. GODINA)
USLUGE:
PANEL TRGOVINA, ANALIZA SKENIRANIH PODATAKA, PROVJERA CIJENA I DISTRIBUCIJE (ONE-OFF PROJEKTI)
CATEGORY MANAGEMENT USLUGE I APOLLO SOFTWARE
MEMRB - ukratko
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‘Category management je proces vođenja kategorija kao strateških poslovih jedinica u kojem sudjeluju proizvođač i retailer u cilju
stvaranja boljih poslovnih rezultata usredotočujući se na potrebe kupca.’
Category management se odnosi na optimizaciju asortimana i layout-a u trgovini (planogram) te
optimizaciju cijena i promocija kategorije da bi se poboljšala njena izvedba
Category Management
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Space Management
UREDITI PRODAJNO MJESTO PO MJERI KUPCA(estetski i funkcionalno)
OPTIMALNA RAZINA ZALIHA
MAKSIMALNA STOPA PROFITA
win-win-win situacija u lancu kupac-trgovačka kuća-proizvođač
Space Management
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KAKO POZICIONIRATI?
poštivanje željenog smjera kupaca po prodajnom mjestu
slaganje kategorija uz poštivanje njihove međusobne kompatibilnosti
davanje većeg udjela i bolje pozicije na polici brže obrtajnim kategorijama i proizvodima
osigurati lako pronalaženje proizvoda
Space Management
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ATRAKTIVNE ZONE – u pravilu s desne strane toka kretanja kupaca, mjesta gdje kupac baca pogled prilikom promjene smjera, oko blagajne
SLABE ZONE – police na lijevoj strani, donji dijelovi polica, kutovi, ulaz
Proizvodi impulzivnog karaktera – na blagajni(npr. slatkiši, baterije, britvice)
Proizvodi planske kupnje – ne u žarišne točke(npr. brašno, ulje, šećer, sol)
Proizvodi na promociji – u žarišne točke/palete
Dobro prodavana kategorija – na kraju prodajnog prostora kupci prolaze kroz cijeli prostor
Space Management
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7Copyright © MEMRB IRI, 2007. Confidential and proprietary.
Category management pomaže u efikasnoj alokaciji resursa na izuzetno bitne kategorije i
na optimalnu razinu investiranja u drugim manje važnim kategorijama
Uloge kategorije
ključne (5-7%), željene(potrebne) (60%), sezonske (12-20%) i usputne (20%)
ključne kategorije – izloženost unutar prodajnog prostora, najveća razina usluge, redovan i kvalitetan opskrbni lanac
usputne kategorije – smanjiti veličinu asortimana manji troškovi
veća profitabilnost cijelog sustava
Space Management
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78%34%
5th
4th
3rd
2n
d
1st
POZICIONIRANJE UNUTAR KATEGORIJE
najprodavanijim proizvodima najveći prostor i najbolju pozicijuveličina proizvoda
cijena proizvoda
grupiranje po proizvođaču ili brandu
MORAM SE ISTEGNUTI
VIDIM
MOGU DOHVATITI
MORAM SE SAGNUTI
NAJSKUPLJI PROIZVODI
NAJPOPULARNIJI
JEFTINIJI
VEĆA PAKIRANJA
Space Management
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Merchandising
nuđenje proizvoda na način da se kupac odluči na kupnju
postavljanje proizvoda tako da što prije odu s polica
imati prave proizvode, na pravim mjestima, u pravo vrijeme, za prave cijene, u pravim količinama
Space Management
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Koraci Space Management projekta:
Definiranje kategorije, njene segmentacije, merchandising pravila...Kreiranje baze podataka o proizvodimaIntegracija sa podacima o prodajiKreiranje polica, stvaranje realograma (prikaz trenutnog stanja)Analiza realograma – uočavanje mogućnostiPriprema planograma (prijedlog novog pozicioniranja)Implementacija, praćenje
Space Management
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Stablo odlučivanja potrošača
CSD
Cola Orange
Package type
Lemon Tonics/Bitters
Package type Package type Package type
Manufacturers Manufacturers Manufacturers Manufacturers
Other Flavours
Space Management
PRIMJER
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vizualizacija prodajnih polica omogućuje pregledavanje i analiziranje
(police izgledaju kao u prodajnom prostoru)
preslagivanjem i analiziranjem različitih stanja dobivaju se optimalna rješenja
analize uključuju informacije o proizvodima, prodaji i zauzeću prostora
Apollo Suite
Apollo Software
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Kreiranje baze podataka o proizvodima
Apollo Software
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14Copyright © MEMRB IRI, 2007. Confidential and proprietary.
Integracija sa podacima o prodaji
Apollo Software
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15Copyright © MEMRB IRI, 2007. Confidential and proprietary.
Kreiranje polica
Apollo Software
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Stvaranje realograma – prikaz trenutnog stanja
Apollo Software
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Analize realograma - grafovi
Cola segment ima udio u prodaji
45%, a zauzima oko 25%prostora;
segment Others zauzima 3 puta više
prostora u odnosu na udio u prodaji
Apollo Software
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Analize realograma - izvještaji
Coca Cola 2L – malen udio prostora
U odnosu na udio u količinskoj i
vrijednosnoj prodaji; mali dani trajanja
na polici – moguć Out of Stock
Apollo Software
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Analize realograma - highlights
Proizvodi –
gornjih i donjih
5% prodaje
Apollo Software
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20Copyright © MEMRB IRI, 2007. Confidential and proprietary.
Priprema planograma
Apollo Software
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Usporedba planograma i realograma
Nakon implementacije
praćenje kategorije,
usporedba realograma
i planograma nakon nekoliko
mjeseci
Apollo Software