The category management approach used at Univeg Deutschland is based on the 8-stage process, which was developed as the standard by ECR Europe and ECR Germany. This tried and tested process can be adapted to meet the individual characteristics of the situation at hand.

Category definition

Definition of consumer requirements, specification of the products included in a category and their segmentation.

Category role

Specification of the role (purpose) on the basis of analyses from the perspective of customers, traders, manufacturers …

Category assessment

Analysis on the basis of key figures (customers, traders, manufacturers, market information) and identification of potential for optimisation.

Category scorecard

Specification of the joint quantitative and qualitative goals regarding the consumer, market, finances and productivity.

Category strategy

Specification of the strategies regarding marketing, follow-up supply, service at the POS.

Category tactics

Decision on optimal assortment and pricing, promotion and optimisation of positioning on shelves.

Plan implementation

Operational implementation of the tactics using a business plan.

Category review

Monitoring of results, assessment and, if required, adaptation of the business strategy.