ECR - Efficient Consumer Response Australiasia

Business Background

Category management integrates several ECR elements such as efficient promotion, efficient assortment and efficient new line introduction and can be considered the hub of the demand side of ECR. Using these various elements and with the goal of providing products and services that meet the changing needs of the consumer, there have been many attempts to arrive at a definitive and comprehensive approach to category management. Often these attempts, whilst dramatically proving the benefits of practising Category Management, have left a perceived legacy of Category Management being a 'project-based' concept, too big and too hard to put into regular use. This could not be further from the aim of meeting the ever-changing consumer needs. Category Management is at the hub of ECR because it puts consumer needs first, focussing on what the consumer wants and working on ways meet and stimulate demand and at the same time, working in the most efficient manner with trading partners, removing costs and barriers to growth.

This notwithstanding, for Category Management to truly be a part of daily activity in trading relationships, there must be wide awareness and acceptance of a flexible approach that caters to the needs of businesses large and small. Businesses can then be free to consider the benefits of Category Management based on their own business priorities.

Objective

Delivery or identify a publication that reinforces an appropriate category management process for the Australasian market. If possible, it should incorporate case studies, localised if necessary, to raise awareness of category management principles and discuss suggested analysis techniques.

Project Team

Report

"The Essential Guide to Day to Day Category Management" (Available from ECR Europe)