Category Management Zara
NATIONAL INSTITUTE OF FASHION TECHNOLOGY, JODHPUR
Application of Category Management Principles in ZARA
Submitted To:-
Mr. Sanjay Kumar
Submitted By:-
Mr. Ritesh Malpani
IInd Semnester MFM
Introduction:- Category management is a retailing and purchasing concept in which the range of products purchased by a business organization or sold by a retailer is broken down into discrete groups of similar or related products; these groups are known as product categories (examples of grocery categories might be: tinned fish, washing detergent, toothpastes). It is a systematic, disciplined approach to managing a product category as a strategic business unit. The phrase "category management" was coined by Brian F. Harris. Category management (and the individual channel partnerships that preceded it) represents a new kind of vertical arrangement that is not integration, franchising, or a vertical restraint. Instead, it is a vertical partnership in which previously confidential information is shared between manufacturers and retailers to cut costs in distribution and increase the margins of both parties.
Each category is run as a "mini business" (business unit) in its own right, with its own set of turnover and/or profitability targets and strategies. Introduction of Category Management in a business tends to alter the relationship between retailer and supplier: instead of the traditional adversarial relationship, the relationship moves to one of collaboration, with exchange of information, sharing of data and joint business building.
The focus of all supplier negotiations is the effect on turnover of the category as whole, not just the sales of individual products. Suppliers are expected, indeed in many cases mandated, to only suggest new product introductions, a new planogram or promotional activity if it is expected to have a beneficial effect on the turnover or profit of the total category and be beneficial to the shoppers of that category. The
Application of Category Management Principles in ZARA
Submitted To:-
Mr. Sanjay Kumar
Submitted By:-
Mr. Ritesh Malpani
IInd Semnester MFM
Introduction:- Category management is a retailing and purchasing concept in which the range of products purchased by a business organization or sold by a retailer is broken down into discrete groups of similar or related products; these groups are known as product categories (examples of grocery categories might be: tinned fish, washing detergent, toothpastes). It is a systematic, disciplined approach to managing a product category as a strategic business unit. The phrase "category management" was coined by Brian F. Harris. Category management (and the individual channel partnerships that preceded it) represents a new kind of vertical arrangement that is not integration, franchising, or a vertical restraint. Instead, it is a vertical partnership in which previously confidential information is shared between manufacturers and retailers to cut costs in distribution and increase the margins of both parties.
Each category is run as a "mini business" (business unit) in its own right, with its own set of turnover and/or profitability targets and strategies. Introduction of Category Management in a business tends to alter the relationship between retailer and supplier: instead of the traditional adversarial relationship, the relationship moves to one of collaboration, with exchange of information, sharing of data and joint business building.
The focus of all supplier negotiations is the effect on turnover of the category as whole, not just the sales of individual products. Suppliers are expected, indeed in many cases mandated, to only suggest new product introductions, a new planogram or promotional activity if it is expected to have a beneficial effect on the turnover or profit of the total category and be beneficial to the shoppers of that category. The