Category Roles,

Strategy and
Tactics

Category Tactics
Transaction Building: This strategy focuses on increasing the size of the
average transaction in the category or for total store.
Traffic Building: This strategy focuses on drawing consumer traffic to store.
Suitable for products which have high household penetration and required
frequent purchase.
Turf Protecting: This strategy is used for the category which required
protection from the competitors category. Suitable for highly price sensitive
product category.
Profit Generating: This strategy focuses on using parts of category to generate
profits for retailers. Suitable for high margin products and products which holds
substantial amount of loyalty.

Shelf Presentation Tactics: An

example of Hygiene Category
Strategy

Promotion/Pricing

Shelf presentation

Limited/Moderate

Lower shelves

Traffic Building

Lifebuoy, DettolBody soaps, hand

wash, etc.

Moderate/Competitiv
e

Product placement
would be at eyelevel

Turf Building

Herbal products

Low/At par with

competitors

Corner shelves

Cash generating

Premium productsLiril, Pears, etc.

High/High

Different cubicle

Transaction Building

Product/Brand
Godrej, Wipro
products

Art and crafts

Elect.
toy
cars

Store Layout
- Hamleys

dolls

promot
e
science

Office and
customer
support

pr
om
ote

lifestyle

music

puzzles

Constr.

Pre school

Soft toys

ca
sh

Assortment width was high, many type of

toys 4-5 inventory of each, depth was low.

Destination

Pricing moderate to high (500 Rs. - 5000+)

Shelf Representation High, highest

Pre-School and soft toys
category

category in space allocation

Promotion High, promotion executives, toy

bus, etc

Assortment Soft toys was of many category,

4-5 inventory of each, width was high and depth
was low.

Preferred

Plush , soft toys under one

year of age

Pricing moderate to high (499 Rs. - 5000+)

Shelf Representation High visibility,

lighting

Promotion moderate to High

Assortment width was high, depth was low

(e.g toy music instrument, small to big
instrument, every type )

Seasonal

Summer school art and craft,

creative

Pricing High price

Shelf Representation low, toys was kept

at the corner of the store

Promotion moderate

Assortment High depth and low width (items

such as small cycles, dolls, cars was there )

Convenience
Pricing High price 500 to 3000 Rs.

Shelf Representation Moderate, at the

Dolls, bags, small tricycles

middle of the store

Promotion moderate

Share/
Growth
Decision Mix
- Hamleys

Assignment of the various

products to various roles and
getting a comparative view of
the Profit Earners, the Staples,

Sleepers
Role : Fillers (train
(train sets,
sets, ))
Strategy : Shelf
Shelf
placement is mostly on
top above the
the hard
bound ones
ones
Limited
Limited range
range and
and
space
Non-fast moving
moving item,
Purchase frequency
frequency
declined, comparatively
less preferred
preferred by
by
customers

Winners
Role:
Role: Preferred
Preferred //
Destination /Convenience
/Convenience
(prams,
(prams, soft
soft toys,
toys, teddy
teddy
bears
bears , cartoons)
Strategy
Strategy :: Wide
Wide
assortment
assortment and
and depth,
depth,
Stocks maintained,
maintained, new
new
products launched every
every 6
months
Cash and
and Profit
Profit
Generators,
Generators, Highly
Highly Price
Price
Sensitive

Questionable

Morning Stars

Role
Role :: Seasonal
Seasonal (big
(big size
size
toys
for
pre
schools,
toys for pre schools,
disney
disney watches)
watches)
Strategy
Strategy :: Discounted
Discounted
Structure
with
Structure with stock
stock
clearance
clearance sales
sales in
in July
July
and
and January
January
Purpose
Purpose is lost
lost and
and trends
trends
have
have changed
changed
Positioning
Positioning is
is poor
poor ,, now
now

Role: Destination // routine

routine
(action figures, new
new
arrivals,
arrivals, traditional
traditional walkers
walkers
)
Strategy : Increased
visibility
visibility like
like in
in front
front of
of
store with discounts
discounts
Kept on other
other side of
preferred category
Comparatively
Comparatively lower
lower
space allocation
Sales are stable but
but slowly
declining
declining

Click icon to add picture

Soft Cover
Trolleys, Older
Variants , going
out of fashion
Soft Cover
Trolleys
(Morning
Stars)

Duffels

Duffels

Hard Cover
Trolleys on
Display , Latest
Trendy ones with
Special Seasonal
Discounts and
attractive offers

Hard Cover
Trolleys , Bit
old fashioned
ones, Staples
along with
Accessories

Soft Cover
Trolley with high
Discounts

Hard Cover
trolleys,
Currently selling
fast

Store Layout
- Safari

Cash
Counter

Bagpac
ks

Soft Cover Trolley

with negligible
Discounts

Category
Role

Category Tactics
Assortment

Destinati
on Role
(Hard
and Soft
cover
trolleys)

Pricing

Shelf
Presentatio
n

Promotion

Narrow and
Deep

Prime
Leadership Locations
Pricing
Strategy
-Premium
Prices

Less

-Sizes: Cabin,
Medium, Large.
-Colours: Purple,
silver, green, red,
fluorescent, black.
-Wheels:2 and 4
-In soft cover:
Fixed dial locks,
TSA Locks
-In Hard cover:
Zipping based
Framing based.

-Pricing was
premium.
-For Soft
cover
Trolleys:
2940-9000Rs
-For Hard
Cover
Trolleys:
3300-9500
Rs

Less
promotion on
soft trolleys as
compared to
hard cover
trolleys.

-Located in
front side
racks.
-Mainly all the
prime
locations

Category
Role

Preferred
Role
(Trolleys and
Backpack )

Category Tactics
Assortment

Pricing

Shelf
Presentation

Promotion

-Broad SKUs
-High Depth
-Wide Variety

Competitive

-Average to
High
-Kept in every
location in
store

-Moderate
-Local vehicles
to reach
customers.

-Sizes: Cabin,
Medium, Large.
-Colours: Purple,
silver, green, red,
fluorescent, black,
maroon.
-Wheels:2 and 4
-In soft cover:
Fixed dial locks,
TSA Locks
-In Hard cover:
Zipping based
Framing based.
-Vary according to
material thickness.

-Prices
competitive to
brands such as
VIP, Travel Blue,
Lino Perros .
-For Soft cover
Trolleys:
2940-9000Rs
-For Hard Cover
Trolleys:
3300-9500 Rs
-Backpacks:
1895-2945 Rs

-Kept in all
shelves.
-Hard and soft
cover trolleys are
separated.
-Backpacks are
mainly kept in
front.

Promotions mainly
on hard cover
trolleys.
Less promotions
on backpacks.

Category
Role

Seasonal/
Occasion
al Role
(Discount
ed
trolleys)

Category Tactics
Assortmen Pricing
t

Shelf
Promotion
Presentation

Time
Competiti High traffic
Constraint ve
areas of the
store

-Timely
-Multiple
Vehicles

Discounte
d products
(mainly
trolleys)
for limited
period of
time.

-Displays at
ground floor.
-Showroom
displays.

Prices
Mainly at the
competiti entrance of
ve to
the store.
brands
such as
VIP, Travel
Blue, Lino
Perros .

Category
Role

Conveni
ence
Role
(Luggag
e/
Travel
Accesso
ries)

Category Tactics
Assortmen Pricing
t

Shelf
Promotion
Presentation

Selected -High but

Variety
Competitive
-Price Range
is there. Can
charge
higher but
not more
than 15%

Kept next to
destination
and
preferred
categories

Low

-Luggage
Locks
-Luggage
tags
-Travel
Pillow
-Passport
wallets

Kept near
the soft and
hard cover
luggage
trolleys.

No
promotions
has been
done.

Prices
competitive
to brands
such as VIP,
Travel Blue,
Lino Perros .

Glimpse
s of the
Store

Share/
Growth
Decision Mix

Assignment of the various

products to various roles and
getting a comparative view of
the Profit Earners, the Staples,

Sleepers

Winners

Role
Role :: Fillers
Fillers (Duffels
(Duffels and
and
Accessories
like
Locks)
Accessories like Locks)
Strategy
Strategy :: Transaction
Transaction
Building
Building
Shelf
Shelf placement
placement is
is
mostly
mostly on
on top
top above
above the
the
hard
hard bound
bound ones
ones
Limited
Limited range
range and
and space
space
Non-fast
moving
item,
Non-fast moving item,
Purchase
Purchase frequency
frequency
declined,
declined, comparatively
comparatively
less
less preferred
preferred by
by
customers
customers

Role:
Role: Preferred
Preferred //
Destination
/Convenience (Hard
Cover and
and soft
soft cover
cover
trolley and backpacks)
backpacks)
Strategy
Strategy :: Profit
Profit and
and
Cash generating
generating
Wide assortment and
depth, Stocks
maintained, new
products
products launched
launched
every 6 months
months
Cash and
and Profit
Profit
Generators,
Generators, Highly
Highly
Morning
Stars
Price Sensitive
Role:
Role: Destination //
routine (Mainly Soft
Soft
cover
trolleys
)
cover trolleys
Strategy
Strategy : Turf
Turf
Defending
Increased
Increased visibility
visibility
like in
front
in front of
of store
with discounts
Kept on other
other side of
preferred category
Comparatively
Comparatively lower
lower
space allocation
Sales are
are stable
stable but
but

Questionable
Role : Seasonal
Seasonal
(Discounted
(Discounted trolleys in
in
big size)
Strategy
Strategy :: Discounted
Discounted
Structure
with
Structure with stock
stock
clearance sales in July
and
and January
January
Purpose is
is lost and
and
trends
trends have changed
Positioning
Positioning is
is poor
poor ,
now
now

Thats all Folks !!