Kraft Adds Levels To Category Management

In May, Kraft added three category-management tools to its overall Kraft Plus Customer Business Sales Tool Program, which now includes nine programs to help supermarket retailers assess scanner data and turn it into retail strategies via a variety of co-marketing options. The programs evaluate the impact of new pricing activity, in-store promotions, manufacturer discounts, advertising and the latest shopper research. "The Kraft Plus program offers an umbrella positioning to cover all of our programs," says Mike Polk, vice president of category sales management and strategy. That includes demand-oriented ones like co-marketing and category management and supply-side-oriented ones designed to take cost out of the distribution network. The three newly added category-management tools are:EFFICIENT PROMOTION ANALYZER, which was designed to automate and simplify the analysis process for determining the success of an in-store promotion. It can generate six different reports in 10 to 15 minutes, explaining how effective a specific promotion has been in generating incremental sales volume and whether it increased category share in the market or simply switched it between brands.THREE-STEP CATEGORY BUILDER, a streamlined category-management approach that provides a series of reports and graphs in 10 to 20 minutes. It arranges sales data about key items and segments that drive volume and profits. The three steps are a Category & Segment Overview, analyzing consumer panel and scanner trends; an analyzer for key areas of promotion, assortment, pricing and space management; and a program for creating an overall category strategy. The entire analysis takes 25 to 40 hours in all, far less than most retailers must spend now to achieve the same results.THE EFFICIENT ASSORTMENT OPTIMIZER delivers ECR Efficient Assortment Best Practices guidelines. It provides data to support the category-management process while generating recommended efficient assortments by category and segment, and does it within hours. It uses a broad range of analysis options from basic market-coverage reports to activity-based costing evaluations. It also establishes assortments based on preferred scorecard measures, such as volume, gross margin and net profitability, and provides flexible reporting and graphing capabilities.

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