Cross-categorical analysis
Posted: Sun Jan 19, 2025 10:54 am
Cross-category analysis is a method of evaluating product assortments by analyzing sales and profit data by category and then using it to determine roles.
In addition to sales and profit information, this analysis includes category trends, competitiveness, penetration, frequency, future potential, life cycle stage and the category manager's professional assessment.
Assigning a role to a product range is not a one-time task. The product range matrix can change under the influence of external economic factors and events within the enterprise.
Constantly measure how sales turn leads into sales with overseas chinese in worldwide data volumes change in categories to maintain their correct distribution. Sales volumes for individual product groups can change dramatically, especially during a crisis. Some categories shrink, others slowly stagnate or grow.
To take this aspect into account, three variants of category dynamics are used:
growth – an indicator of the category of increase in sales volumes in units, kilograms, liters, etc.;
decline - an indicator of a category of decline in sales of physical goods or services;
stability.
It makes sense to assign key roles to growing categories because they are important to consumers.
Important! When distributing roles, focus on the needs of the target audience, not the market as a whole. Because a general growth category will not necessarily be in demand in a specific store.
Stages of implementation of category management
The introduction of category management is a rather labor-intensive and lengthy process. It is impossible to describe all its aspects in detail in one material. Here are only the main stages of solving such a problem.
Step 1: Analysis of target consumer groups
What should be done at this step?
First, identify the target group of consumers whose expectations must be met.
Secondly, to analyze the main motives and requests of these groups and understand what determines their choice.
In addition to sales and profit information, this analysis includes category trends, competitiveness, penetration, frequency, future potential, life cycle stage and the category manager's professional assessment.
Assigning a role to a product range is not a one-time task. The product range matrix can change under the influence of external economic factors and events within the enterprise.
Constantly measure how sales turn leads into sales with overseas chinese in worldwide data volumes change in categories to maintain their correct distribution. Sales volumes for individual product groups can change dramatically, especially during a crisis. Some categories shrink, others slowly stagnate or grow.
To take this aspect into account, three variants of category dynamics are used:
growth – an indicator of the category of increase in sales volumes in units, kilograms, liters, etc.;
decline - an indicator of a category of decline in sales of physical goods or services;
stability.
It makes sense to assign key roles to growing categories because they are important to consumers.
Important! When distributing roles, focus on the needs of the target audience, not the market as a whole. Because a general growth category will not necessarily be in demand in a specific store.
Stages of implementation of category management
The introduction of category management is a rather labor-intensive and lengthy process. It is impossible to describe all its aspects in detail in one material. Here are only the main stages of solving such a problem.
Step 1: Analysis of target consumer groups
What should be done at this step?
First, identify the target group of consumers whose expectations must be met.
Secondly, to analyze the main motives and requests of these groups and understand what determines their choice.