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Category owner presentaion

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Category Owner role & skill in any e-commerce industry.

Publié dans : Direction et management
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Category owner presentaion

  1. 1. manage portfolio 1. brand and product acquisition strategy, drive new vendor acquisition 2. portfolio management for the category, pricing strategies 3. drive catalogue content and technical specifications 4. inventory management and liquidation customer management 1. Omni Channel Sales 2. Manage Key Customer Relationships 3. Respond to customer queries and complaints what should a CO do? 1. marketing and promotions planning to grow the category – which product, brand, SKU to promote in which channel 2. content on applications and solutions manage portfolio customer management fulfillment & vendor management marketing marketing Drive Revenue with Customer Focus fulfillment and vendor management 1. vendor sourcing strategy 2. manage vendor relationships 3. resolution of issues impacting procurement, delivery
  2. 2. Product Lifecycle Management Phase Description of Phase and Key Elements Importance in Planning Pre-Launch Planning key SKU’s, vendor marketing support, availability info Ensuring key brands are launched with adequate support Launch Day 1 of new product. Demand is unknown, Supply is unstable (volume, suppliers). Assumption based demand, flexibility in supply to manage unknowns Growth Post launch growth (1- 3months). Demand trends are emerging. Supply is stabilizing. Identification of demand trends vs noise capacity management in supply Maturity Demand stabilizing, with increased pressure. Supply driving for efficiency and service. Demand planning accuracy. Inventory control. Decline Reducing volume, efforts to generate demand or ‘harvest’ product. Missed goals Identification of demand trends, activities. Ramp down of capacity. Deletion Decision to make product obsolete. Last-time buys and/or product transition of customers Management of end of life to eliminate scrap costs Planning is important but different at each phase Time Launch Deletion Revenue Growth Decline Maturity NPI / Phase In SKU Rationalisation / Phase Out
  3. 3. Ongoing management of portfolio for top 80% SKU’s Review of portfolio by brand to manage profitability – good, better, best Review new product Introduction (NPI) status Based on sales trends and market knowledge, classify Top SKU’ s into new launch, growth, declining Review last time buy and obsolescence items Stock Keeping Unit (SKU) / family rationalization IOS inventory review Baseline using historical demand and define which SKU’s need what kind of Procurement – JIT vs Forecasted Addition of market intelligence from fulfillment team Provide forecast to vendors Review forecast performance Review Inventory Policy Review vendor base for key SKU’s – MAP VENDORS BY SKU’s Review inventory projections based on market availability info Review key supplier performance and expectations Change vendors where required for specific SKU’s – think PAN India Supply ReviewDemand and Inventory Review Portfolio Review
  4. 4. Key Next Steps • Transactional • Review bulk pricing slabs • Review where price increase in the past has been well absorbed and continue to increase price gradually • Identifying brand leaf which are price sensitive • Drive higher sales on vendor supported schemes • Value Pricing • Higher price on new launches • Higher price on non competitive portfolio • Higher price to factor the cost of logistics relative to pick up from the physical vendor • Supply/Demand • Supplier call out to Pan- India supplier base/ different local markets to understand if we have the right procurement price • Understanding price change process/frequency for top brands • Identify products linked to dollar and increase price